DX division to launch ChatGPT, Gemini Enterprise and Claude on Friday
Three platforms chosen after pilot with 2,500 employees
Move aims to boost decision-making speed and organizational agility
President Roh Tae-moon calls it 'starting point' for fundamental change
OpenAI CEO to speak at Suwon campus on Monday
Samsung Electronics has decided to adopt leading generative AI tools from global technology companies across its operations, marking a full-scale push to reshape how its workforce operates around AI.
The company announced Thursday that its Device eXperience division will officially roll out three external generative AI services — ChatGPT, Gemini Enterprise and Claude — to employees starting Friday.
Rather than limiting staff to a single platform, Samsung said it wants every employee to choose the AI tool best suited to their specific tasks and work environment, creating the conditions for a genuine AI transformation.
Samsung earlier ran a pilot program with roughly 2,500 employees to evaluate the effectiveness of candidate external generative AI services. Based on those results, the company selected three flagship platforms offered by leading global technology firms and prepared to deploy them.
The company said it expects the rollout to meaningfully improve workplace productivity and drive innovation in how work gets done, while also lifting decision-making speed and execution capability across the organization. The DX division aims to use the initiative to sharpen its business competitiveness and deliver better products and services to customers.
Samsung Electronics President Roh Tae-moon said the move is "not simply about providing AI as a work tool, but a starting point for fundamentally changing the way we work and the speed at which we execute."
"We will create an environment where every employee can use the AI best suited to their work, raise execution capability across the organization, and through that, take the DX division's business competitiveness to the next level," he said.
Samsung said it plans to continue supporting more effective AI use on the ground and to reorganize how the entire organization works around AI.
To mark the launch, OpenAI CEO Sam Altman will visit Samsung Electronics on Monday and deliver a lecture.
Altman is scheduled to speak at Samsung's Digital City campus in Suwon, sharing insights on the future changes AI technology will bring and how AI can transform the way people work.
Samsung had already announced Tuesday that it would pursue a sweeping transformation to remake the corporate DNA of its presidents, executives and employees — including work practices and organizational culture — around AI.
Each affiliate's CEO is expected to personally lead management innovation by applying AI to eight core business processes — development, procurement, manufacturing, logistics, marketing, sales, service and management support — driving the company's transformation into an AI-centered organization.
In his New Year's address this year, Samsung Electronics Chairman Lee Jae-yong said the company must "completely change the way we work and our organizational DNA," adding that "AI must be embedded across the entire business value chain, from research and development to production, marketing and support."
Beyond treating AI as a simple productivity tool, Samsung also plans to develop detailed operational policies tailored to different roles and organizational characteristics, while building a sophisticated security framework to manage risk.
Samsung will also hold an intensive AI training program called the "AX Boot Camp" for more than 50 presidents across its affiliates — the first time such a program has been offered to the entire group of presidents. The two-day session is scheduled to take place this month at Hoam Hall of Samsung's Human Resources Development Center. Participants will go beyond passive instruction, presenting their own proposals for AI-driven process innovation at their respective companies and jointly declaring an "AX Vision."
Samsung will also establish dedicated AI units across all affiliates. These teams will be responsible for developing AX strategies tailored to each company's business, managing data and AI models, and cultivating AI talent.
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