What Samsung’s AI Transformation Means
Samsung’s AI Transformation, branded AX, is a company-wide initiative to integrate generative AI tools, training, and new AI teams into daily work across development, operations, and management. The program is designed to turn AI from a niche experiment into a standard part of how employees plan projects, write code, draft content, and make decisions. It focuses on generative AI productivity gains by giving staff consistent access to advanced models and teaching them how to apply these tools safely and effectively. Rather than treating AI as a product feature, Samsung aims to embed it deeply into internal processes so that software engineers, marketers, factory managers, and support staff share a common AI toolkit and vocabulary, helping align the entire organisation around faster, data-informed execution.
Democratizing Generative AI with Gemini, ChatGPT, and Claude
A central pillar of the Samsung AI transformation is open access to external generative AI services. Samsung plans to introduce Google Gemini, ChatGPT, and Claude across all affiliates, giving employees a choice of models for coding, content creation, analysis, and summarisation. This move signals a clear multi-model AI strategy: instead of locking into a single provider, Samsung wants teams to match tools to tasks, from software development to marketing and business operations. According to Chosunbiz, the tools will be available across subsidiaries and will support work from manufacturing optimisation to business planning. This approach reflects the rise of ChatGPT workplace adoption and recognises that employee AI tools work best when they are flexible, familiar, and accessible through standard workflows rather than kept behind specialist teams or experimental pilots.
Training 280,000 Employees for an AI-First Work Culture
Access to tools alone will not shift behaviour, so Samsung is pairing its AX rollout with large-scale training. The company aims to provide AI education to its entire workforce of roughly 280,000 employees by the end of 2026, starting with leadership. Around 50 group presidents will attend a two-day AX Bootcamp, while about 2,300 senior executives will complete three-day sessions, with the first round finishing by mid-August. This top-down focus is designed to make AI literacy a leadership expectation rather than an optional skill. Training covers not only how to prompt models like Gemini, ChatGPT, and Claude, but also how to redesign workflows, set guardrails, and measure generative AI productivity gains. As executives and managers align on an AI-first mindset, local teams can experiment with confidence, knowing AI-backed processes have organisational support.
Embedding AI in Eight Core Business Processes
Samsung’s AI-focused overhaul concentrates on eight major business processes: development, purchasing, manufacturing, logistics, marketing, sales, service, and management support. The goal is to move from isolated AI experiments to integrated workflows that reshape how work is planned and executed. In development and marketing, employee AI tools can accelerate coding, content drafting, and campaign planning, while in manufacturing and logistics they can support operational innovation through simulations, demand forecasts, and quality checks. The conglomerate describes AI as an “innovative technique that triggers fundamental changes in management,” treating it as a starting point for new growth momentum rather than a minor efficiency fix. Dedicated AI teams inside each subsidiary will guide adoption, standardise tools, and share best practices so that gains in one unit can spread quickly across the wider group.
Strategic Positioning in the Multi-Model Enterprise AI Era
By formalising generative AI as a core part of work, Samsung is aligning with a broader industry shift toward multi-model enterprise AI strategies. Making Gemini, ChatGPT, and Claude widely available shows a pragmatic stance: no single model will fit every task, and competitive advantage will come from how employees blend tools into everyday decisions. This company-wide Samsung AI transformation is also a defensive move against rivals that are automating workflows and improving decision-making with their own AI platforms. As ChatGPT workplace adoption spreads and more organisations standardise employee AI tools, the baseline for productivity will rise. Samsung’s AX initiative positions the group to keep pace by turning AI into a shared utility across its workforce, aiming for faster cycles from idea to execution and more agile responses to shifting market conditions.
