ChatGPT, Claude and Gemini app icons in this illustration taken June 5 / Reuters-Yonhap
Samsung Electronics will introduce the world’s top three generative artificial intelligence (AI) services across its operations as the company seeks to accelerate AI transformation beyond relying solely on in-house AI models and services.
The company said Thursday its appliance-making Device Experience (DX) Division will officially allow employees to use ChatGPT, Gemini Enterprise and Claude across their operations from Friday.
Samsung Electronics said it decided to introduce the AI services to give employees greater flexibility in selecting tools best suited to their work, rather than limiting them to a specific platform. It added that the move is aimed at accelerating AI transformation by creating an environment in which all employees can leverage the most effective tools.
“This is not simply about introducing AI as a workplace tool. It marks the starting point for fundamentally transforming the way we work and execute,” Samsung Electronics co-CEO and Head of DX Division Roh Tae-moon said. “By strengthening execution capabilities across the organization, we aim to elevate the DX Division’s business competitiveness to the next level.”
President Lee Jae Myung poses with attendees of a meeting with OpenAI CEO Sam Altman, fourth from left, at the then-presidential office in Yongsan District, Seoul, Oct. 1, 2025. From third from left are Samsung Electronics Executive Chairman Lee Jae-yong, Altman, Lee and SK Group Chairman Chey Tae-won. Courtesy of Cheong Wa Dae
As part of the effort, Samsung Electronics will host a session featuring OpenAI CEO Sam Altman at its headquarters in Suwon on Monday, where he will share his insights on AI with employees from the DX Division.
Samsung Electronics had previously restricted employees from using externally developed generative AI services over security concerns, while encouraging the use of its in-house AI platform, Gauss. A company official said Gauss will continue to be used along with the newly introduced AI services, as it is integrated with the company’s internal systems.
The move follows a recent call by Samsung Electronics Executive Chairman Lee Jae-yong to accelerate AI transformation across the company and expand the adoption of external generative AI services among Samsung affiliates.
Samsung Electronics’ chip-making Device Solutions Division has yet to finalize a schedule for introducing external AI services, but plans to roll them out in the near future.
Meanwhile, Altman is set to arrive in Seoul on Sunday afternoon for meetings with executives from Samsung Electronics and Kakao. During the visit, he is expected to discuss the next phase of existing partnerships with Korean companies, including cooperation related to the Stargate project, a massive AI data center initiative in the United States.
Leave a Reply