Samsung adopts AI initiative to reshape work culture

Samsung Group is launching a company-wide initiative to embed generative AI in how its affiliates work, allowing employees to use external tools including OpenAI's ChatGPT, Google's Gemini, and Anthropic's Claude. Reporting from the Korea Herald and Seoul Economic Daily says Samsung Electronics will open these tools on its internal work network for Device eXperience (DX) Division employees starting in June, after completing about two months of field validation with roughly 2,500 employees. Access is granted only to staff who have completed security training, reflecting the company's caution about exposing internal data to third-party models.

Rather than limiting AI to customer-facing products, Samsung is positioning external models as part of day-to-day operations. Reported use cases include identifying market trends for new product and service planning, multilingual communication for global business, and granular analysis of large customer datasets, with early emphasis on areas such as software development and marketing. Samsung also plans AI application training in the second half of the year for roughly 2,000 executives across Samsung Electronics and key affiliates.

Samsung says it will keep developing its in-house generative-AI model, Samsung Gauss, while leveraging leading external models to maximize capability, a dual approach that hedges between control over proprietary systems and access to the strongest commercial models. Samsung leadership has publicly framed the broader shift as a fundamental change to how the company works and its organizational culture.

As an industry pattern, large enterprises increasingly grant employees governed access to multiple commercial AI assistants rather than betting on a single vendor or an in-house model alone. A workforce-scale deployment at a manufacturer of Samsung's size, spanning multiple frontier vendors and gated by security training, is a notable data point on how big organizations are operationalizing generative AI, though the productivity and security outcomes will only become clear over time.

Key signals include how broadly access expands beyond the DX Division across Samsung affiliates, whether measurable productivity or quality gains are reported, how data-governance and security controls hold up with third-party models on internal networks, and how Samsung balances usage of external tools against its own Gauss model.