Samsung's AI Robot Gambit: Dual Strategy with 'Companion' and 'Humanoid'

Vice Chairman Han Jong-hee "Sufficient Chances"
AI, Software, Hardware Infrastructure
Samsung Electronics Capable of Independent AI Robot Development
Evaluation Follows Evolution of Companion Robot 'Bolly'

Samsung Electronics has announced its determination to focus on artificial intelligence (AI) robots as a new growth business at CES 2025, the world's largest electronics and IT exhibition where global technology trends converge.

Yonhap News

This is a strategic move to keep pace with global competitors in the AI race. Samsung also revealed that it will focus on companion and humanoid robots. The company has chosen a dual-pronged approach, and there is keen interest in what results this strategy will yield.

Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, stated at a press conference held on the 7th (local time) in Las Vegas, USA, that the company is putting great effort into the robot business. He expressed confidence, saying, "Although we are still in the early stages compared to competitors like Tesla, if we flexibly incorporate new technologies, we have a good chance of success."

To create AI robots, it is essential to have infrastructure capable of developing and producing AI, software (OS), and hardware. Currently, in the global market, these three components are often divided among different global companies to produce a single AI robot. The industry interprets that Samsung believes it can independently produce AI robots by mobilizing all its current resources, thereby gaining differentiation and competitive advantages.

Samsung's AI companion robot development is expected to be evaluated through the evolution speed of ’Bolly‘. Bolly is a yellow ball-shaped butler and companion robot. It follows users around the house, providing necessary information for daily life and performing tasks that users cannot do themselves. Equipped with AI that recognizes and executes commands, it functions much like a personal assistant.

Bolly was first introduced as an early model at CES 2020 and, after four years of research and development, made a surprise appearance on the same stage last year, demonstrating functions at a commercial level. Just one year later, it appeared again at CES with plans for release announced. Public response to Bolly has been tremendous, and its high level of attention suggests that Bolly could effectively become the ’mascot‘ representing Samsung’s robot business.

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An industry insider said, "Bolly seems to be gaining more attention as time goes by." Bolly is expected to generate even more buzz as it enters our daily lives. Samsung announced plans to release Bolly first in South Korea and the United States as early as May or June. Additionally, the company is considering whether to apply subscription services, currently used for home appliances, to Bolly as well.

Samsung is also accelerating the development of humanoid robots. Recently, under Vice Chairman Han Jong-hee, Samsung established the ’Future Robot Promotion Team‘ and began technology research and development. The team is based on KAIST’s Hubo Lab, which developed Korea’s first bipedal robot ’Hubo,‘ and Rainbow Robotics, along with existing related robot research departments within Samsung Electronics, forming a task force (TF) structure. Professor Oh Junho, a founding member of Rainbow Robotics and an emeritus professor at KAIST, leads the team, which includes about 50 researchers. The significant manpower invested and the immediate invitation of Professor Oh to CES to observe robot technologies worldwide indicate how critically Samsung is committed to this business, according to industry analysis. Humanoids are gaining even more prominence among companies, especially after Jensen Huang, CEO of NVIDIA, highlighted ’Physical AI‘ as a key theme to watch and a detailed area to focus on in his keynote speech at CES 2025. Vice Chairman Han specifically mentioned Huang’s keynote, saying, "The humanoid plan seems to be accelerating," and added, "We will move forward together (in line with global trends)."