What Samsung’s AI Transformation Means
Samsung’s AI Transformation (AX) is a company-wide initiative to embed generative AI workplace tools, training, and dedicated AI teams into everyday work so employees can use systems like Google Gemini, ChatGPT, and Claude to speed up development, marketing, manufacturing, and management processes across all subsidiaries. Announced on June 9, 2026, AX marks a shift from using AI mainly in products to using it inside the organisation’s own operations. Samsung plans to spread AI across eight core business areas: development, purchasing, manufacturing, logistics, marketing, sales, service, and management support. The goal is to change how work is done, not just add new software. According to Chosunbiz reporting, this is one of Samsung’s largest efforts so far to expand AI adoption beyond devices and into internal workflows.
Opening Access to Gemini, ChatGPT and Claude
A central plank of the Samsung AI transformation is direct employee access to leading external generative AI services. Samsung says it will “officially introduce external generative AI services such as Gemini, ChatGPT, and Claude across all affiliates in June,” creating a multi-model environment instead of betting on a single provider. This ChatGPT Claude Gemini integration is intended to support many tasks: drafting code, summarising documents, generating marketing copy, and assisting with factory and logistics planning. By standardising access group-wide, Samsung aims to avoid fragmented tool choices and shadow IT. The move also shows a maturing view of enterprise AI adoption: rather than building every model in-house, the company wants to blend external services with its own AI capabilities while retaining control through dedicated AI departments in each subsidiary.
Training 280,000 People for an AI-Driven Workplace
Technology access alone will not deliver the promised gains, so Samsung is tying the AI Transformation to large-scale workforce training. The company plans to provide AI education to roughly 280,000 employees by the end of 2026, from factory staff to office workers. It is starting with leadership: around 50 group presidents will attend a two-day AX Bootcamp at the Human Resources Development Institute, and about 2,300 senior executives will join three-day sessions scheduled to complete their first round by mid-August. All executives across its companies are set to pass through this camp before the broader rollout. This top-down education is meant to align managers on how generative AI workplace tools should be used, where they add value, and how to handle risks, so adoption becomes part of working culture rather than an isolated IT project.
From Product Feature to Core Management Strategy
Samsung has long promoted AI as a selling point in phones, TVs, and appliances, but AX signals a different ambition: AI as a management method. The company says AI is not “a simple tool for improving operations, but rather an innovative technique that triggers fundamental changes in management, actively utilising it as a starting point for discovering new growth momentum.” To support this, Samsung will establish dedicated AI departments in each subsidiary to guide adoption, set standards, and build internal expertise. These teams will focus on “operational innovation” in manufacturing and productivity gains in software and marketing, among other areas. In effect, AX turns AI into shared infrastructure for the group, similar to how earlier generations treated ERP or cloud platforms, but with faster iteration and closer integration into daily decision-making.
What Samsung’s Move Signals for Enterprise AI Adoption
Samsung’s AI Transformation highlights a broader pattern in enterprise AI adoption: large companies are no longer dabbling with isolated pilots but are reworking core processes around generative AI. By rolling out multi-provider access to Gemini, ChatGPT, and Claude, Samsung mirrors other tech giants that are integrating several AI vendors into their workflows to avoid lock-in and match specific tools to specific tasks. The focus on eight business processes and company-wide training shows that generative AI workplace tools are moving from experimentation to structured deployment. For other enterprises, the message is clear: meaningful gains come from treating AI as part of organisational design—roles, skills, and governance—not only as new software. AX is likely to become a reference point for how global firms combine external models with internal teams to reshape everyday work.
