Samsung Electronics is moving fully into AI transformation by rolling out three flagship generative AI tools from global big tech companies for in-house work.

Samsung Electronics said on Wednesday it will officially introduce external generative AI services on June 12 for employees in its Device eXperience (DX) division.

DX employees will be able to use ChatGPT, Gemini Enterprise and Claude at work. Instead of limiting use to a single service, the company will allow employees to choose an AI tool suited to the characteristics and purpose of each task.

The move reflects a strategic decision not to introduce AI as a one-off but to create an environment where any employee can use the most suitable tools. Samsung Electronics has been preparing the rollout after testing effectiveness among about 2,500 employees and selecting three services.

The company aims to use the rollout to support higher productivity and practical innovation in how work is done. It also plans to raise decision-making speed and strengthen execution across the organisation.

Samsung Electronics' decision to use external generative AI is expected to be pursued to fundamentally innovate how work is done, accelerate AI transformation, and based on that, boost the DX division's business competitiveness in the global market.

Roh Tae-moon (노태문), president and CEO of Samsung Electronics, said, "Introducing external generative AI is not simply providing AI as a work tool, but a starting point that fundamentally changes how we work and our speed of execution."

He added, "By creating an environment where any employee can use the AI best suited to their work, we will boost execution across the organisation beyond individual productivity, and through that, raise the DX division's business competitiveness by another step."