Samsung Electronics to Fully Adopt Generative AI in Operations, Launches Full-Scale AX Transformation

All-in Access to ChatGPT, Gemini, and Claude
"Fundamental Shift in Work Methods and Execution Speed"
Initiative to Restructure Work Around AI

Samsung Electronics is set to fully implement generative AI in its operations, officially embarking on "AI Transformation (AX)" to shift its way of working to an AI-centric approach.

The Device eXperience (DX) division of Samsung Electronics announced on June 11 that it will officially introduce external generative AI services to its employees starting June 12. Going forward, employees in the DX division will have access to ChatGPT, Gemini Enterprise, and Claude within the company.

Instead of limiting employees to a single AI service, Samsung is allowing them to utilize the AI tool that best fits the characteristics and objectives of their specific tasks. The company explained that this strategic decision aims not to adopt AI as a one-off solution, but to provide an environment where any employee can leverage the most optimal tool.

View of Seoul Samsung Electronics Seocho Building. Photo by Yonhap News.

Previously, Samsung Electronics conducted a service effectiveness review of candidate external generative AI services with around 2,500 employees, and selected three leading generative AI services provided by global big tech companies for implementation. Through this, Samsung Electronics aims to ▲ enhance work productivity ▲ drive real innovation in work practices, as well as ▲ accelerate decision-making speed and ▲ elevate execution capabilities across the organization.

The decision to use external generative AI is intended to fundamentally transform the way work is done, accelerate AI transformation, and strengthen the DX division's business competitiveness in the global market, ultimately providing customers with better product and service experiences.

Samsung Electronics CEO Tae Moon Roh stated, "The introduction of external generative AI is not simply about providing AI as a work tool, but rather marks the starting point for fundamentally changing how we work and how quickly we execute." He added, "By creating an environment where every employee can utilize the AI that best suits their work, we will not only boost individual productivity but also strengthen execution capabilities across the entire organization, thereby taking the DX division's business competitiveness to the next level."

Samsung Electronics plans to continuously upgrade its services and operational policies to reflect the diverse roles and organizational characteristics, ensuring that AI can be utilized more effectively in real work settings. Through these efforts, the company intends to move beyond merely applying AI in operations and begin a full-fledged push for AX, restructuring the organization’s overall way of working around AI.

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