Samsung Electronics Introduces External Generative AI In-House to "Strengthen Global Competitiveness"

Service Launch for DX Division Employees Set for June
PoC Conducted with 2,500 Employees
Accelerating AX Across Manufacturing Plants and Beyond

Samsung Electronics has announced the full-scale introduction of external generative artificial intelligence (AI) services into its internal work systems to strengthen its global business competitiveness.

On May 26, Samsung Electronics stated that it will officially introduce external generative AI services to employees in its Device eXperience (DX) division starting next month. The company plans to enhance decision-making speed and work productivity by integrating the latest generative AI solutions provided by global big tech firms into employee workflows, thereby enabling more agile responses to changes in global markets across all business areas, including product planning, development, and marketing.

To ensure that the adoption of both internal and external generative AI adds tangible value and is stably established in employee work environments, Samsung Electronics has conducted thorough verification and review processes. From April to May, the company carried out on-site proof-of-concept (PoC) testing and preference surveys with 2,500 employees for candidate external generative AI services. The three services evaluated were Google’s Gemini, OpenAI’s ChatGPT, and Anthropic’s Claude. Through a rigorous assessment of actual usability and on-site effectiveness, the company established a framework for service operation.

Samsung Electronics is currently developing detailed operational policies that reflect various job roles and organizational characteristics, and will continue to refine both services and policies to ensure employees can leverage AI efficiently. By actively integrating the strengths of external AI into the employee work environment, the company aims to bolster competitiveness in areas such as: deriving insights during product and service planning stages; global marketing and communications; multilingual support for overseas business operations; and extensive market and customer data analysis.

Noh Taemoon, President and CEO of Samsung Electronics, is speaking at Samsung Electronics' 'The First Look' event held at the Wynn Hotel in Nevada, USA, on January 5th (local time), ahead of CES 2026. Photo by Yonhap News

This decisive adoption of external generative AI aligns with the AX (AI Transformation) vision emphasized by Noh Taemun, President and CEO of Samsung Electronics (head of the DX division), during his New Year’s address earlier this year. In his address in January, President Noh stated, “AX is not just a tool but a process that fundamentally changes our way of thinking and work processes,” and highlighted the need to “organically integrate AI technology into all devices and service ecosystems within the DX division, deliver the best experiences to customers, and innovate the way we work to increase speed and productivity.”

Samsung Electronics’ AI innovation extends beyond employee work environments to every aspect of its manufacturing sites. In March, the company announced a roadmap to fully convert all domestic and international production plants into “AI Driven Factories” by 2030. The core of this plan is to introduce digital twin-based simulations across all processes from material intake to production and shipment, and to strengthen data-driven analysis and pre-verification through quality, production, and logistics “AI agents.”

To achieve this, the company is also gradually introducing humanoid manufacturing robots. By combining AI with operating bots for managing production lines, logistics bots for material handling, and assembly bots for assembly processes, Samsung Electronics plans to realize an optimized manufacturing environment.

This content was produced with the assistance of AI translation services.