Las vegas: Roh Tae-moon, the chief executive officer of Samsung Electronics Co., announced that the company will focus its immediate efforts in the robotics sector on manufacturing automation. This strategy marks a phased approach toward expanding its robotics business.
According to Yonhap News Agency, Roh made these remarks during a press conference held on the sidelines of CES 2026. He emphasized that the company aims to prioritize its robotics endeavors as a means to automate its manufacturing hubs. "Based on the capabilities and experience gained there, we plan to expand into business-to-business and business-to-consumer sectors," Roh stated.
This announcement follows Samsung's acquisition of South Korean robotics startup Rainbow Robotics last year, part of its strategy to enhance its robotics technologies, including humanoid robots. Although Samsung previously showcased its ball-shaped smart home robot, Ballie, at CES 2024 and expressed interest in humanoid robots, Roh highlighted the focus on applications with clear operational impact. "After our program reaches a certain level, robots will first be deployed at our manufacturing sites and later introduced to the public," he added.
Roh also mentioned that robotics will be one of Samsung Electronics' core areas for future mergers and acquisitions (M and As). "We will focus our M and A strategy on four sectors-heating, ventilation and air conditioning (HVAC), automotive parts, medical technology, and robotics," he said. The company is looking to invest and pursue M and As that drive technological innovation benefiting consumers and society.
Samsung Electronics has recently made significant M and As, including the acquisition of German HVAC firm FlaktGroup Holding GmbH and an automotive technology division of Germany-based ZF Friedrichshafen AG. In a bid to accelerate artificial intelligence (AI)-driven innovation, Roh revealed Samsung's plan to integrate AI across its entire product lineup. "AI will be applied to all Galaxy smartphones, premium TVs, and Wi-Fi-enabled home appliances," he noted, with an aim to ship 400 million units of these products within the year.