Samsung bets big on AI overhaul to fundamentally rewire company
Electronics heavyweight is sending all its executives to mandatory AI 'boot camp' in effort to integrate AI tools, processes in every aspect of conglomerate's operations and transform Korea's flagship brand.
Samsung is preparing to overhaul its entire operation around AI, starting with the people at the top.
The conglomerate announced on Tuesday a sweeping "AI transformation" plan that will introduce artificial intelligence across all business functions at every affiliate, from research and development to manufacturing, marketing and back-office operations. The push puts into practice Samsung Electronics Chairman Lee Jae-yong's call at the start of the year to "change the organizational DNA from the ground up."
The biggest single change is the official adoption of external generative AI services — including ChatGPT, Gemini and Claude — across all affiliates. Samsung had previously restricted their use over data security concerns, relying instead on its in-house model, Samsung Gauss. The company said it has decided that expanding AI use is more critical to future competitiveness, and that it will strengthen its security framework accordingly.
Samsung also said that it will put its top executives through mandatory AI training. This month, around 50 presidents and CEOs from across its affiliates are set to attend an "AX Boot Camp" — AX standing for AI Transformation — at the Hoam Institute in Yongin, Gyeonggi. It is the first time Samsung has run intensive AI training for its entire group of affiliate chiefs.
"CEO AI literacy will determine the success or failure of AX," said the company in a statement.
The program will be hands-on, with executives designing their own AI-based work reform plans, it added. During the training, participants will also jointly declare an "AX Vision" and present their individual affiliates' plans.
The training push extends further down the ranks. Around 2,300 executives across all affiliates will complete two-night, three-day training sessions by Aug. 12, with the goal of completing AI education for all employees by the end of the year.
Samsung plans to establish dedicated AI units at each affiliate to handle AX strategy, data and model operations and AI talent development as well, and apply AI across eight core business functions, including procurement, manufacturing, logistics and sales.
"The AI transformation is the starting point of innovation toward becoming an AI-native company," a Samsung representative said. "We will seize and lead the opportunities of the AI era."
BY LEE YOUNG-KEUN [[email protected]]
