What Is Samsung’s Robotics Strategy?

Samsung is not building its robotics strategy around a single spectacular product. Instead, the company is combining semiconductors, sensors, artificial intelligence, household appliances and connected services into one integrated system. SmartThings, the AI-powered home robot Ballie and Samsung’s investment in Rainbow Robotics all play key roles. With the creation of its RX robotics division in July 2026, Samsung is also placing greater emphasis on humanoid robots and so-called physical AI. These systems are expected to be deployed in factories first. Applications in retail and private homes could follow later.

The Most Important Points at a Glance

Samsung does not view robotics as a separate business. Robots are intended to become part of an ecosystem consisting of connected devices, AI, software and digital services.
The company already controls many of the technologies required for modern robotics. These include processors, memory chips, image sensors, displays, communication technology and battery systems.
Ballie demonstrates Samsung’s vision of a mobile AI assistant for the connected home. However, despite earlier announcements, a regular commercial launch has not yet been confirmed.
Samsung became the largest shareholder in Rainbow Robotics with a 35 per cent stake. This gives the company direct access to humanoid robots, mobile manipulators and industrial robotics platforms.
Since July 2026, the new RX division has been coordinating Samsung’s robotics strategy. Its initial focus is on humanoid robots for manufacturing sites.

What is Samsung’s robotics strategy? Samsung plans to integrate robots into its existing ecosystem of SmartThings, Galaxy devices, household appliances, artificial intelligence and semiconductor technology. The company is combining its own hardware expertise with Rainbow Robotics’ mechanical capabilities and a gradual introduction of humanoid systems. Industrial applications are the immediate priority. In the longer term, Samsung also intends to bring robots into homes and retail environments.

Samsung’s Robotics Strategy Is Built Around a Complete Ecosystem

While companies such as Tesla, Figure AI, Agility Robotics and Boston Dynamics often attract attention with visible robot demonstrations, Samsung is taking a more restrained approach. The company is not simply developing a mechanical machine. It is building the technological environment in which future robots are expected to operate. This environment includes devices, sensors, networks, software, cloud services and artificial intelligence.

The strategy is based on a straightforward assumption. A modern robot is not merely a body fitted with motors and joints. It is also a computer, a communication device and a mobile sensor platform. Furthermore, it must be able to understand information from its surroundings. This requires cameras, depth sensors, microphones, processors and adaptive software.

Samsung Research therefore describes robotics as a combination of hardware, software, artificial intelligence and cloud technologies. The company is working on solutions for industrial, professional and personal use. These systems are not expected to perform only rigidly programmed sequences. They should recognise situations, make decisions and communicate with people.

Samsung is also pursuing an application-driven approach. Some robotics companies develop a machine first and then search for suitable tasks. Samsung often begins with an existing use case instead. The company examines how household appliances, production systems or digital services could be improved by a mobile assistant.

A robot is therefore not necessarily intended to replace existing products. It is expected to connect them and make them easier to control. In a home, it could serve as a mobile interface for lighting, televisions, refrigerators or air-conditioning systems. In a factory, it could operate machinery, transport components or assist with quality inspections. In retail, possible applications could include stock handling and customer support.

In December 2024, Samsung initially created a Future Robotics Office that reported directly to the company’s leadership. In July 2026, it established a dedicated robotics division called RX, short for “Robotics eXperience”. The division is intended to coordinate long-term strategy, fundamental technology development and commercialisation. Samsung is also planning research locations in the United States, China and Japan. As a result, previously separate research projects are increasingly becoming part of an independent business area.

The following overview summarises the main levels of Samsung’s strategy:

Strategic area	Samsung capability	Importance for robotics
Hardware	Processors, memory, sensors and displays	Perception, control and local data processing
Energy supply	Battery technology and energy management	Longer operating times and lower power consumption
Artificial intelligence	Language processing, computer vision and multimodal AI	More natural interaction and better decision-making
Connectivity	SmartThings, mobile networks, Wi-Fi and cloud services	Integration with devices and digital platforms
Mechanics	Rainbow Robotics and humanoid platforms	Movement, manipulation and work in human environments
Manufacturing	Global production facilities and supply chains	Scaling and potential cost reduction
Sales and service	Worldwide consumer and business presence	Installation, maintenance and long-term support

Chips, Sensors and Batteries Give Samsung a Major Advantage

One of Samsung’s main advantages is its vertical integration. Many robotics start-ups must purchase processors, memory, sensors, displays and batteries from several different suppliers. Samsung, by contrast, can draw on numerous technologies from within its own corporate group. This does not automatically shorten every development cycle. However, it can reduce dependencies and make it easier to coordinate individual components.

Samsung Electronics develops and manufactures DRAM and NAND memory. These components are important for robots because large volumes of sensor, mapping and training data must be processed. At the same time, Samsung develops mobile processors that integrate CPUs, GPUs, image signal processors and neural processing units. A neural processing unit is specifically designed to handle artificial intelligence calculations.

This computing power is required for environmental perception. A robot must recognise people, tools, furniture and obstacles. It must also predict movement. New data is generated continuously during these processes. High computing performance alone is therefore not enough. Fast response times and low power consumption are equally important.

Samsung also has its own image sensor technologies. Its ISOCELL division develops CMOS image sensors and depth sensors. These components can measure distances and generate three-dimensional information about a room. This is essential when a robot needs to move safely through a home or factory. Reliable cameras and depth information are also required for precise object handling.

Further advantages come from Samsung Display and Samsung SDI. Displays could function as a robot’s face, control interface or information screen. Samsung SDI develops batteries for vehicles, energy storage systems and mobile devices. In 2026, the company also presented solid-state battery concepts for physical AI applications. This shows that the Samsung Group is already considering specialised energy sources for mobile AI systems.

Battery technology is a critical cost factor for mobile robots. A powerful robot needs energy for motors, cameras, wireless connections and AI calculations. Batteries that are too heavy reduce mobility. Batteries that are too small result in frequent charging interruptions. Samsung can therefore apply its knowledge of energy density, charging speed and battery management directly to robotics.

Samsung also understands the requirements of mass production. For decades, the company has manufactured smartphones, televisions, household appliances and semiconductors in large quantities. It therefore has extensive experience with quality control, suppliers and international logistics. This advantage will become especially important once robots move beyond the prototype stage.

A functioning demonstration robot is not yet a market-ready product. For mass production, thousands of components must remain available over long periods. Repairs, software updates and spare parts must also be organised. Samsung already has global sales and service structures. These networks could eventually support household and industrial robots as well.

Ballie and SmartThings Demonstrate Samsung’s Connected Home Vision

Ballie is the best-known example of Samsung’s home robotics activities. The spherical robot was first presented in 2020. Samsung later introduced revised versions with cameras, sensors, voice control and an integrated projector. Ballie was designed to move independently through the home and accompany its occupants.

The device was never intended to be a simple mobile toy. Instead, it was presented as a physical interface for the intelligent home. Users were expected to speak to Ballie and control connected devices through the robot. These could include lights, televisions and other SmartThings-compatible products.

In April 2025, Samsung announced that Google Gemini would be integrated into Ballie. The robot was expected to analyse speech, camera images and environmental information together. This could have enabled more natural conversations and context-sensitive responses. Samsung mentioned functions such as controlling lighting, welcoming visitors, setting reminders and organising personal schedules.

Ballie was also expected to provide personalised recommendations. Samsung demonstrated styling suggestions based on camera images. Advice relating to exercise, sleep and general wellbeing was also planned. The integrated projector could display content on walls or floors. Ballie would therefore have combined the roles of assistant, screen and smart home controller.

However, the planned market launch in summer 2025 did not take place as expected. Ballie was subsequently absent from CES 2026. Samsung later described the project as an “active innovation platform”. No new price or binding launch date was provided. Ballie should therefore currently be regarded mainly as a research and development platform.

This does not mean that the project lacks strategic value. Ballie allows Samsung to study how people react to a mobile assistant. It also offers a way to test navigation, spatial understanding and multimodal communication. The knowledge gained from the project could later be transferred to other products. These may include household appliances, security solutions or new types of robot.

SmartThings provides a central foundation for this approach. The platform connects devices from different manufacturers and allows them to work together through shared automations. According to Samsung, SmartThings had more than 430 million users by the end of 2025. This gives the company a very large potential user base for future robotic functions.

A robot could provide a physical presence within this system. It could check whether windows are closed. It could also report unusual noises or movements. In addition, it could assist older people or individuals with limited mobility. For example, the robot might provide medication reminders or contact a family member.

The greatest strength would not be one individual function. The key advantage would be the connection with devices already installed in the home. A robot would not need to operate every object mechanically. Instead, it could send commands to connected equipment through SmartThings. In this way, it would become a mobile embodiment of artificial intelligence distributed throughout the home.

Rainbow Robotics Provides Mechanical and Humanoid Expertise

Samsung’s investment in Rainbow Robotics is the clearest sign of its ambitions in humanoid robotics. Rainbow Robotics was founded in 2011 by researchers from the Humanoid Robot Research Center at the Korea Advanced Institute of Science and Technology. The company emerged from the team that developed the South Korean bipedal robot HUBO.

HUBO played an important role in the development of humanoid robotics. The platform could walk on two legs and was sold to international research institutions. A later version, DRC-HUBO, won the final of the DARPA Robotics Challenge in 2015. During the competition, robots had to perform tasks in simulated disaster environments.

However, Rainbow Robotics does not develop only traditional humanoid robots. Its portfolio also includes collaborative robotic arms, autonomous mobile robots and four-legged systems. The RB-Y1 is another important product. It is a mobile robot equipped with two humanoid arms mounted on a wheeled platform.

The RB-Y1 has seven degrees of freedom in each arm. This allows it to perform movements similar to those of a human arm. Its mobile base also enables it to move quickly between locations. The system was developed for research and industrial applications. It could load workpieces, operate machines or transport materials.

Samsung initially acquired a 14.7 per cent stake in Rainbow Robotics in 2023. The investment amounted to 86.8 billion South Korean won. At the end of 2024, Samsung announced that it would exercise an option to increase its holding to 35 per cent. This made Samsung the company’s largest shareholder. Rainbow Robotics was also incorporated into Samsung Electronics’ consolidated financial statements.

This transaction represents more than a normal financial investment. Samsung gains access to experienced robotics engineers and proven platforms. It can also combine its own AI, sensor and semiconductor expertise with Rainbow Robotics’ mechanical capabilities. This combination is crucial for the development of humanoid systems.

Samsung has announced plans to use Rainbow Robotics machines in production and logistics. These include collaborative robots, mobile manipulators and autonomous transport platforms. The systems are expected to use artificial intelligence to analyse environmental information and improve their performance. At the same time, Rainbow Robotics can use Samsung’s global sales infrastructure to support international expansion.

This strategy was accelerated further in July 2026. The new RX division reports directly to Samsung’s senior leadership. It is intended to bring research, product planning and commercialisation closer together. Samsung also stated that it initially plans to develop humanoid robots for use at its own manufacturing facilities. Applications in homes and retail environments may follow later.

This sequence is strategically sensible. Factories provide more controlled conditions than private homes. Routes, tasks and safety zones can be clearly defined. Samsung can also test its robots in its own factories first. This generates practical operating data without the immediate pressure of launching a mass-market consumer product.

Artificial Intelligence Will Become the Operating System of Robots

Mechanical capability was the main limiting factor in robotics for many years. A robot had to remain stable, walk and handle objects. These tasks are still difficult. However, competition is increasingly shifting towards software.

Modern AI systems can process language, images and sensor data together. This allows robots to understand instructions that have not been programmed word for word. A user might say: “Remove everything from the table that does not belong to breakfast.” The robot would then need to identify objects, understand the context and plan a suitable sequence of actions.

Samsung Research works on artificial intelligence, robotics and multimodal assistance systems. One area of focus is the combination of speech recognition, natural language understanding and visual perception. Samsung also operates international research centres. Its AI centre in New York specifically studies the relationship between artificial intelligence, robotics and machine learning.

On-device AI is becoming increasingly important. Some calculations can be performed directly on the device. A robot would therefore not need to transmit every camera image to the cloud. This could reduce response times and improve privacy. It would also allow the robot to retain some functionality when the internet connection is interrupted.

Complex tasks will still often require additional cloud computing capacity. Samsung is therefore likely to use a mixed architecture. Basic perception and safety functions could run locally. More demanding language models or long-term planning tasks could be processed through data centres.

Galaxy AI demonstrates how Samsung is gradually distributing artificial intelligence across different product categories. Smartphones receive translation, image-editing and personal assistance functions. Household appliances use visual recognition and voice control. A future robot could combine many of these functions within one mobile platform.

However, Samsung has not yet announced a single robotics operating system for all of its products. A shared AI layer therefore remains a strategic interpretation rather than a confirmed product. Nevertheless, the company’s existing technologies make such an architecture technically plausible. SmartThings could provide the connection to other devices. Local AI models could manage perception and safety functions.

Partnerships with external AI companies may also remain important. Samsung planned to use Google Cloud’s Gemini technology and its own language models in Ballie. In July 2026, reports also emerged about discussions concerning a possible investment in the French AI company Mistral AI. A potential investment of up to approximately €1 billion was mentioned. At that time, however, neither Samsung nor Mistral had officially confirmed the talks.

There is also no confirmed direct link between Mistral AI and Samsung’s robotics projects. Nevertheless, technological synergies would be plausible. Mistral develops powerful language models that can be deployed comparatively efficiently. Such models could be relevant for embedded AI or European business solutions. They could also offer Samsung an alternative to relying exclusively on US-based AI providers.

This independence is especially important for robotics. A household or industrial robot collects sensitive information about rooms, people and working processes. Businesses and consumers will therefore expect clear rules for data storage and processing. Local AI could become an important selling point. At the same time, Samsung will need to protect its systems against manipulation and unauthorised access.

Manufacturing, Business Models and Competition Will Determine Success

Samsung has an advantage that many robotics start-ups lack. The company can manufacture products in very large quantities. It also has long-standing relationships with suppliers and distribution partners. This experience could help it produce robots more reliably and at lower cost.

Nevertheless, mass production of humanoid robots remains difficult. A smartphone does not contain joints that move thousands of times each day. A robot, by contrast, contains motors, gears, cables and moving sensors. These components wear out. Maintenance and repair must therefore be considered from the beginning of the design process.

There are also significant safety requirements. A heavy robot can injure people or damage property. It must therefore recognise obstacles reliably. It also needs safe movement limits and a rapid emergency shutdown function. Open environments such as homes and shops are particularly challenging.

Samsung is therefore unlikely to be starting in industry by chance. Manufacturing sites offer clearly defined processes. Robots can initially take over repetitive tasks. Possible applications include material transport, machine loading, visual inspection and work in hazardous areas. In July 2026, Samsung confirmed that humanoid systems would first be used at manufacturing sites.

Samsung’s own factories could serve as testing environments at the same time. The company can measure how reliably the robots perform. It can also evaluate maintenance costs, energy consumption and productivity improvements. Such data is more important to future customers than a spectacular demonstration.

In the professional market, Samsung could offer complete solutions. A package might include robots, displays, sensors, mobile communication technology and software. Maintenance contracts and cloud services could also be added. Companies would then not need to coordinate several different suppliers.

Competition is already intense. Tesla is developing Optimus for manufacturing and logistics tasks. Figure AI is working with industrial partners. Agility Robotics is testing bipedal systems in logistics centres. Boston Dynamics and numerous Chinese manufacturers are also active in the market.

Mechanical quality will be only one part of this competition. Price, operating time and maintenance requirements will be equally important. The quality of the AI and the security of the software will also matter. Robots must also be capable of integrating with existing business systems.

Samsung could benefit from its broad ecosystem. The company already supplies displays, memory, networking technology and end-user devices. Robots could therefore communicate more easily with existing Samsung hardware. SmartThings Pro and other business solutions could also play a long-term role.

At the same time, this creates a risk. Customers may become too dependent on a closed ecosystem. Businesses will therefore demand open interfaces. Compatibility with products from other manufacturers will also matter in the consumer market. Samsung emphasises open partnerships within SmartThings, but it will need to apply the same openness to future robots.

A frequently overlooked perspective: Samsung’s greatest advantage may not be the sale of a robot itself, but the entire lifecycle that follows. Robots require continuous software updates, replacement parts, AI services, safety checks and maintenance. Samsung could therefore generate recurring revenue through service contracts, cloud functions or professional fleet management. At the same time, every deployed robot could provide valuable operating data and improve the next generation of machines. In the long term, this data and service business could become more important than the margin on the physical device. However, transparent privacy rules, open interfaces and user consent would be essential.

Samsung must also prove that it can combine its technological building blocks into one reliable product. Ballie illustrates this challenge. Despite years of development and an announced market launch, the company has not yet produced a widely available consumer robot. This shows that a large ecosystem alone does not guarantee a successful robotics product.

The new RX division could address precisely this issue. It brings previously distributed activities together within one organisation. Strategy, hardware, AI, software and commercialisation are therefore expected to work more closely together. Samsung also appointed Lee Dongkun, a manager who previously helped shape Hyundai Motor Group’s robotics strategy and the direction of Boston Dynamics.

FAQ About Samsung’s Robotics Strategy

Why does Samsung have an advantage in robotics?

Samsung controls many of the technologies needed for modern robots. These include processors, memory, image sensors, displays, battery technology, networks and artificial intelligence. The company also has global manufacturing, sales and service structures. This means Samsung can develop more complete systems than companies that manufacture only the mechanical robot platform.

What role does Ballie play in Samsung’s strategy?

Ballie demonstrates how Samsung intends to integrate a mobile robot into SmartThings and the connected home. The robot was designed to accompany residents, control devices and display information through a projector. Natural conversations powered by Google Gemini were also planned. Despite an announced launch in 2025, Ballie is not currently available as a regular commercial product and is now primarily described as an innovation platform.

Why did Samsung invest in Rainbow Robotics?

Rainbow Robotics has extensive experience in bipedal robots, robotic arms and mobile manipulators. Samsung can combine this mechanical expertise with its own AI, sensor and semiconductor capabilities. By increasing its stake to 35 per cent, Samsung became the company’s largest shareholder. The investment therefore accelerates Samsung’s entry into industrial and humanoid robotics.

What role will artificial intelligence play in future Samsung robots?

AI will be used to analyse language, camera images and sensor information together. This could allow robots to understand natural instructions and respond to unfamiliar situations. AI can also plan movements and learn from operating data. Samsung is therefore developing both local AI and cloud-based models.

Will Samsung develop humanoid robots?

Yes. Samsung has explicitly identified humanoid robots as a core part of its robotics strategy. The RX division is expected to accelerate their development and commercialisation. Initial applications are planned for manufacturing sites. Later, further uses in retail and private homes may follow.

Can Samsung manufacture humanoid robots at scale?

Samsung has strong foundations for large-scale production. The company has global factories, extensive supply chains and decades of experience with complex electronic products. However, humanoid robots place greater demands on mechanics, safety and maintenance than smartphones or televisions. Samsung must first demonstrate that these systems can be scaled reliably and economically.

Could Samsung become a global leader in robotics?

Samsung is one of the companies with the broadest technological foundations in the market. Its greatest strength lies in the combination of semiconductors, AI, SmartThings, manufacturing and Rainbow Robotics. However, the market is highly competitive. Success will depend on whether Samsung can develop reliable and affordable products that provide a clear practical benefit.

Conclusion

Samsung is not pursuing a loud robotics strategy. Instead, it is gradually building a complete system of chips, sensors, artificial intelligence, SmartThings, manufacturing capabilities and specialised robotics expertise. Rainbow Robotics and the new RX division clearly shift the focus towards humanoid industrial assistants and physical AI. Ballie also shows how difficult the path towards a market-ready home robot remains. The winner may not be the company with the most spectacular demonstration. It will be the company that can manufacture reliable robots at scale, connect them securely and improve them continuously through digital services. Samsung has unusually strong foundations for achieving exactly that.

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Nico Nuss

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Author Nico Nuss has been working on mobile computing and automation software since 2001. Drawing on his experience and strong interest in future technologies, he focuses on robotics and AI.