Samsung Group is rolling out external AI tools like ChatGPT, Gemini and Claude to employees across all its affiliates this month. The move is part of a sweeping plan to transform how the South Korean conglomerate operates, from semiconductor manufacturing to smartphone development.
The initiative goes far beyond typical office automation. Samsung wants to embed AI across its entire value chain, calling it the first step toward becoming an “AI-native company.” The announcement comes as global manufacturers increasingly turn to AI not just for productivity gains, but to reshape factory operations and supply chains.
Samsung Electronics Chair Lee Jae-yong set the tone in his New Year’s message, saying the company needs to “completely change the way we work and our organizational DNA.” He emphasized that AI should touch every part of the business, from research and development to production and customer support.
The company is comparing this AI push to its digital transformation in the 1990s, when it used emerging technologies to expand beyond Korea and become a global tech powerhouse. This time, Samsung believes AI will be the catalyst for new growth opportunities and better management practices.
To make this happen, Samsung is starting at the top. The company will hold an “AX Boot Camp” this month for about 50 presidents of its affiliates – the first intensive AI program for Samsung’s entire leadership group. AX stands for AI transformation.
These executives won’t just sit through presentations. They’ll work directly with AI tools and develop concrete plans for redesigning business processes. Each affiliate head is expected to announce AI transformation strategies during the program.
The training extends beyond top leadership:
- Around 2,300 executives across Samsung affiliates will receive AI training through August 12
- All employees will get AI education by the end of the year
- Dedicated AI organizations will be created at every affiliate
- CEOs will directly oversee AI implementation across eight core functions: development, procurement, manufacturing, logistics, marketing, sales, customer service and corporate support
For a manufacturing giant that handles sensitive product data and customer information, opening up external AI tools creates security challenges. Samsung says it will strengthen its security framework while expanding access to these generative AI services.
This internal focus builds on Samsung’s public AI strategy. The company began heavily promoting AI features with the Galaxy S24 series, marketed as its first AI smartphone lineup. It has since expanded AI capabilities across home appliances and connected devices.
Now Samsung is turning that AI focus inward. Instead of limiting AI to customer products, the company wants to make it central to how the organization itself functions. This reflects a broader trend among major manufacturers who see AI as essential for staying competitive.
The scale of Samsung’s AI initiative shows how quickly the technology has moved from experimental to essential. For a company with businesses spanning semiconductors, displays, and consumer electronics, successfully integrating AI across such diverse operations will be a significant test of whether large conglomerates can adapt as quickly as AI technology evolves.
