Samsung bets on AI to reinvent how it works

Samsung Group is launching a sweeping AI initiative across its affiliates, granting employees access to external generative AI tools such as ChatGPT, Gemini, and Claude starting this month. The move targets productivity improvements in software development and marketing but extends further, aiming to integrate AI across Samsung’s entire value chain—from research and development to production, marketing, and support functions. Samsung Electronics Chair Lee Jae-yong emphasized the need for a complete overhaul in work methods and organizational culture, comparing the shift to its digital transformation in the 1990s. To support this transformation, Samsung will conduct an 'AX Boot Camp' for about 50 affiliate presidents, focusing on practical AI applications and strategic business redesigns. The company is also training approximately 2,300 executives by August 12 and plans to provide AI education to all employees by year-end. Dedicated AI teams will be established at each affiliate to oversee transformation strategies, data governance, and talent development. The initiative includes direct oversight by chief executives to apply AI across eight core functions: development, procurement, manufacturing, logistics, marketing, sales, customer service, and corporate support. Samsung will strengthen its security framework to manage sensitive data while expanding access to external AI tools. This move follows Samsung’s broader AI strategy in products, such as its Galaxy S24 series, and now focuses internally to make AI a core part of its operations. The company described the effort as a pivotal step toward becoming an 'AI-native company,' aligning with global trends where manufacturers use AI to reshape factory operations, logistics, and decision-making. The goal is to leverage AI not just for office automation but for identifying new growth opportunities and redefining business processes.