Samsung Electronics is accelerating the AI transformation (AX) of its DX division by officially introducing external generative AI services into internal operations. The company plans to enhance work productivity and strengthen product and service competitiveness by establishing a system that runs in parallel with internal AI.

Samsung Electronics announced on the 26th that it will officially introduce external generative AI services to employees of its DX (Device Experience) division in June. This decision is a measure to respond more quickly to changes in the global market and to increase the utilization of AI in key tasks such as product planning, development, and marketing.

The company plans to integrate external generative AI into its employees' work environments to utilize it for market and customer data analysis, global communication, and multilingual overseas business responses. Through this, the goal is to accelerate decision-making and increase work efficiency, ultimately leading to the provision of products and services that improve the customer experience.

Prior to implementation, a field verification process was conducted. From April to May of this year, Samsung Electronics conducted a PoC on a pool of external generative AI service candidates, including ChatGPT, Gemini, and Claude, with 2,500 employees. Subsequently, an operating system was established based on employee preferences and usability evaluations, and it was decided to grant access rights only to employees who had completed security training.

Samsung Electronics is also continuing to advance its in-house generative AI model, 'Samsung Gauss.' The structure is such that external AI takes on a role in terms of generality and the utilization of the latest technologies, while Samsung Gauss handles the specialization of internal business operations and internal data management. The company plans to manage security and operational stability while expanding the scope of AI utilization by running both systems in parallel.

The introduction of this externally generated AI is a key pillar of Samsung Electronics' company-wide AX strategy. The company is pursuing an 'AI Driven Company' in office operations and an 'AI Driven Factory' in manufacturing sites. Previously, Samsung Electronics also announced plans to convert its domestic and international production plants into AI-autonomous factories by 2030.

In his New Year's address this year, Roh Tae-moon, Head of Samsung Electronics' DX Division, presented AX not merely as the introduction of tools, but as a process of transforming work processes and mindsets. The introduction of external generative AI can be seen as an implementation step applying this direction to the daily work of employees. Samsung Electronics plans to reorganize work methods across the entire organization by expanding the system of AI utilization in both office and manufacturing sites.