Samsung Embraces External GenAI Tools Amid Transformation Push

In a significant shift from its cautious approach, Samsung Electronics is now officially adopting external generative AI services like ChatGPT, Gemini, and Claude for employees in its DX Division. This move follows a 2023 data leak incident where an employee uploaded proprietary code to ChatGPT, prompting the company to ban external AI tools.

The decision aligns with Chairman Lee Jae-yong’s mandate earlier this year for a full “AI transformation” across all Samsung affiliates. Previously, the company had relied solely on in-house AI models.

Strategic Adoption Approach

Samsung tested multiple generative AI platforms before settling on these three, ensuring employees have access to optimal tools rather than being limited to a single solution. This approach reflects Chairman Lee’s emphasis on integrating AI across the entire value chain—from R&D to marketing and customer support.

Transforming Organizational Culture

Roh Tae-moon, president of Samsung Electronics, emphasized that this adoption represents more than just providing new tools: “It’s a starting point for fundamentally transforming how we work and our execution speed.” The company aims to improve productivity, accelerate decision-making, and enhance overall competitiveness by enabling employees to leverage the AI best suited to their tasks.

To support this shift, Samsung is conducting intensive AI training programs—dubbed “AX Boot Camps”—for executives across all affiliates. These sessions will cover practical applications of generative AI and how to redesign business processes for maximum impact.

With this comprehensive approach to AI integration, Samsung aims to not only improve operational efficiency but also fundamentally reshape its organizational DNA toward a future where AI empowers every employee.