[San Francisco, United States = DigitalToday reporter Chi-gyu Hwang] "AX is not about putting AI on top of existing reports. It is about redesigning the process itself. And the key in AX is expanding who can access data."

Seo Jeong-a (서정아), vice president and head of the digital commerce team at Samsung Electronics' MX business, took the keynote stage at the Snowflake Summit 2026 conference held in San Francisco on June 2 local time. She shared the AX strategy and experience being pursued at the company in a conversation with Snowflake senior vice president Christian Kleinerman (크리스티안 클레이너만).

She said, "As we push AX companywide, we are fundamentally changing how we analyze data and the speed of decision-making." She cited the launch timing of flagship devices such as the Galaxy S26 as an example and described processes changed by AI.

According to her, Samsung Electronics tracks vast data flows each time it launches a smartphone, including global market share, data by customer segment, hourly sales and pricing, and customer reviews.

Previously, the analytics team had to identify and send the reasons behind falling conversion rates in a specific region, and the company often missed the right time to respond. It has now built the Shoppers Inside Action Agent and improved such problems.

Seo said, "The agent does not simply pull data. It provides a synthesized answer by combining multiple signals." She said that, for example, if asked to compare the Galaxy S26 launch performance on Amazon with the previous model, the agent builds a step-by-step plan, cross-checks signals and produces an analysis. She explained that it used to take hours, but is now possible within seconds.

She also shared changes in the way work is done before and after adopting AI. Previously, even a simple question about product performance required the marketing, e-commerce, supply chain and finance departments to exchange spreadsheets by email, wait for dashboards and go through meetings. By the time consensus was reached, the window to respond had often passed.

With this in mind, Samsung Electronics built an environment using AI in which an AI agent continuously monitors signals at the center of the process, suggests needed actions and automatically delivers them to the relevant team.

She said it has also become possible to adjust advertising budgets and reposition inventory within hours, not weeks, when a surge signal is detected in a specific region.

Seo stressed that the core of AX is expanding who can access data, meaning enabling more employees to access data. She said it is important to shift to an environment where business leaders can analyze on their own without going through a data team.

She said, "Samsung Electronics employees around the world, including sales staff, partners and executives, are currently using the Shoppers Inside Action Agent," adding, "They are not data scientists, but business leaders responsible for regional targets, promotion strategies and product roadmaps." She explained that AI has created a structure in which those who had to wait for analysis results can analyze on their own.

On future strategy, she said the company will advance beyond improving operational efficiency to identifying business opportunities. Seo said, "The goal is to build an AI-based single view that predicts direction before the market moves," adding, "We will develop it so the agent goes beyond optimizing seasonal promotions and reaches the level of proposing new promotion strategies, new customer segments and new experiences."