Samsung will pursue sweeping innovation to fundamentally change the way it works and its organizational culture. Samsung said on Monday it is pushing an "AI great transformation" that will fully introduce AI into all tasks at its affiliates. It plans to apply AI across all areas of work, from research and development to production, marketing and support. Samsung Electronics Chairman Lee Jae-yong (이재용) said in this year's New Year address that it must "completely change the way it works and its organizational DNA."

Samsung will officially introduce external generative AI services across its affiliates in June. The rollout will cover generative AI tools including Gemini, ChatGPT and Claude. Samsung will apply AI across all work, including development and manufacturing as well as software and marketing. It plans to use AI not simply as a tool to improve work, but as an innovation method that triggers fundamental change in management.

Samsung will run an intensive AI training program called the "AX boot camp" for the presidents of its affiliates. This is the first time it has provided AI training for all presidents. Training for about 50 presidents will be held over two days in June at the Human Resources Development Center's Hoam Hall. Training for about 2,300 executives across affiliates will be conducted in stages through Aug. 12, with each session lasting three days and two nights. It also plans to complete training for all employees within 2026.

An executive who completed the training said, "Honestly, I was surprised that if you learn AI systematically, it can be this easy and you can do so many things," and added, "I felt a sense of urgency and crisis that we must immediately and fundamentally change the 'way we work' on the ground." The presidents will also declare a joint "AX vision" at the boot camp and are set to present themselves measures to innovate work processes at each company using AI.

Samsung will also set up dedicated AI units across its affiliates. The units will be responsible for tasks including establishing AX promotion strategies tailored to each company's characteristics, managing data and model operations, and fostering AI talent. Samsung plans to allow full use of external generative AI while also building security systems to expand usage and control risks at the same time. A Samsung official said the "AI great transformation" is the starting point of innovation to leap to an "AI native company" and that it will preempt and lead opportunities in the AI era.