Samsung Electronics will officially introduce external generative AI services for employees in its DX division, it said on Monday.

The move is a strategic decision to combine the latest AI from global big tech with work to increase decision-making speed and productivity, and to respond quickly to market changes across areas including product planning, development and marketing. The company is drawing up and reviewing detailed operating policies and is targeting an official launch in June.

Ahead of the introduction, Samsung Electronics conducted a proof-of-concept test in April and May for 2,500 employees. The services tested were Gemini, ChatGPT and Claude. Based on a preference survey, it selected the service and adopted a system that grants access only to employees who complete security training. The company said it is setting detailed operating policies that reflect a range of job functions and organisational characteristics.

External AI will not replace the company-developed generative AI, Samsung Gauss. Samsung Electronics plans to run a two-track system that continues to advance Gauss while also using external big tech AI in parallel. The company said external AI will be used to generate insights in product and service planning, support global marketing and communications, respond to overseas business needs based on multiple languages, and analyse market and customer data.

On security, it will control risk by granting access only to those who have completed training. The industry views Samsung Electronics as aiming to absorb the strengths of external AI to narrow an "AI utilisation gap" with global competitors and convert that into product and service competitiveness.

Tae-moon Roh (노태문), president and CEO of Samsung Electronics and head of the DX division, said in a New Year message this year that "AX is not a simple tool but a process that fundamentally changes our thinking and work processes" and that the company should raise work speed and productivity by innovating the way it works and even how it thinks by using AI.

Its AX transformation policy also applies to manufacturing sites. Samsung Electronics announced on March 1 that it would convert all its production plants at home and abroad into "AI Driven Factory" facilities by 2030. An AI Driven Factory applies digital twin-based simulations across all processes from materials receiving to production and shipment, and strengthens data-based analysis and advance verification through quality, production and logistics "AI agents".

It will also push ahead in phases with the introduction of humanoid-type robots at manufacturing sites. It plans to build an optimised manufacturing site by combining AI with operating robots that manage production lines and equipment, logistics robots that handle materials transport, and assembly robots that perform assembly processes. Samsung Electronics plans to use an "AI Driven Company" for employees' work and an "AI Driven Factory" for manufacturing as two pillars to transform the company overall into an AI-based organisation.