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The Samsung Electronics Seocho building in Seoul. / Photo via Yonhap News

Samsung Electronics announced on May 26 that it will officially introduce external generative AI services for employees in its Device eXperience (DX) division within next month.

The three generative AI models currently under consideration for adoption are Gemini, ChatGPT, and Claude.

Regarding the introduction of external generative AI services, Samsung Electronics stated, "This is a strategic measure to further elevate the global business competitiveness of the DX division and ultimately deliver the best products and services to our customers."

Samsung Electronics plans to maximize synergy by continuously evolving its in-house developed generative AI model, 'Samsung Gauss,' while simultaneously leveraging the latest AI systems from external Big Tech companies.

The company intends to aggressively integrate the strengths of external AI into its employees' working environments to derive insights during product and service planning stages, as well as to support global marketing, communications, and multilingual overseas business operations. It also plans to utilize these tools to enhance competitiveness across various domains, including the analysis of vast market and customer data.

The company explained that this initiative aligns closely with the message emphasized by TM Roh, President and Head of the DX Division, in his New Year's address this year: "We must organically integrate AI technology into all devices and service ecosystems within the DX division to provide the ultimate experience to our customers."

Industry observers interpret the move as an attempt by Samsung Electronics to rapidly absorb the strengths of external Big Tech AI to narrow the 'AI adoption gap' against global competitors, while swiftly translating these capabilities into product and service competitiveness.

To this end, Samsung Electronics conducted a proof of concept (PoC) from April to May, involving 2,500 employees to test the candidate pool of external generative AI services, which comprised Gemini, ChatGPT, and Claude.

The decision to adopt external generative AI services internally is described as a practical step toward realizing the AX (AI Transformation) vision presented by TM Roh, President and CEO of Samsung Electronics (Head of the DX Division), in his New Year's address, weaving it into the daily operations of employees.

In his New Year's address on January 2 this year, President Roh defined AX, stating, "AI Transformation is not merely a tool, but a process that fundamentally reshapes our mindset and work processes."

He further emphasized, "We must organically integrate AI technology into all devices and service ecosystems within the DX division to provide the ultimate experience to our customers," adding, "We need to boost operational speed and productivity by utilizing AI to innovate the way we work and think."

                                                                                                              Ahn So-yeon