Samsung Electronics has set up a new unit called InnoX Lab to focus on humanoid robots, digital twin solutions, and physical AI technologies.

The lab, which started operations on August 4, 2025, within the company’s device experience division, will handle projects such as expanding digital twin applications, developing logistics AI, and advancing manufacturing automation.

Samsung, based in South Korea, said InnoX Lab will use a flexible, project-based model, drawing talent from different teams as needed.

Industry sources told The Korea Herald that the lab is expected to contribute to future large-scale projects across the company.

This move follows the creation of Samsung’s AI productivity innovation group in May, which works on improving employee productivity through AI tools and infrastructure.

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🔗 Source: The Korea Herald

🧠 Food for thought

1️⃣ Samsung’s massive R&D investments are now reaching commercialization phase

Samsung’s InnoX Lab launch represents the execution phase of a long-term investment strategy that began years ago.

In 2018, Samsung committed KRW 25 trillion (approximately USD 22 billion) over three years specifically targeting AI, with plans to expand its AI workforce to 1,000 researchers globally1.

The company also developed its humanoid robot “Saram” for industrial applications and completed vertical walking technology for robots, while investing in robotics startups like Intuition Robotics23.

This demonstrates Samsung’s approach of making substantial upfront R&D investments before bringing technologies to market, rather than reactive development.

The formation of InnoX Lab with its focus on humanoid robots, digital twins, and physical AI represents the commercialization of technologies Samsung has been developing for several years.

2️⃣ InnoX launch timing aligns with peak industry investment momentum

Samsung is launching InnoX Lab at an opportune moment when industry funding for robotics and digital twin technologies has reached significant levels.

Robotics funding alone reached $2.26 billion in Q1 2025, with over 70% flowing to specialized startups targeting defined verticals like warehouse automation4.

The digital twin market is projected to reach approximately USD 150 billion by 2030, growing at a 60% compound annual growth rate5.

This timing suggests Samsung recognizes that the technologies InnoX Lab focuses on—humanoid robots, digital twins, and physical AI—are transitioning from experimental phases to commercially viable applications.

Rather than competing primarily with other tech giants, Samsung is positioning itself to capture market share as these technologies mature and achieve widespread adoption across industries.

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