Samsung Group embraces generative AI across all affiliates for 'AI transformation'

Samsung Group is set to revolutionize its operations by fully integrating external generative artificial intelligence tools, including OpenAI's ChatGPT and Google's Gemini, across all its affiliated companies. This decision marks a dramatic reversal from its previous stance, which had prohibited the use of such technologies due to security concerns.

The conglomerate announced on March 9th its commitment to an "AI transformation," a comprehensive strategy designed to fundamentally reshape work methodologies and corporate culture. This initiative involves the widespread adoption of AI in all aspects of business, from research and development to marketing and support functions. Samsung Electronics' semiconductor division, a critical arm of the group, will also permit most employees to use external AI models, with exceptions for those handling highly confidential information.

To spearhead this transition, Samsung will establish dedicated AI organizations within each affiliate. These teams will develop tailored AI adoption strategies and implement robust security measures to prevent internal data leaks. Furthermore, approximately 50 presidents from across the group are expected to jointly declare their vision for AI-driven management innovation in March, signaling top-level commitment to the transformation.

This strategic pivot positions Samsung as a leader among South Korea's major conglomerates (Samsung, SK, Hyundai Motor, LG) in embracing external AI solutions on a group-wide scale. While other conglomerates are exploring AI, their approaches are more cautious or fragmented. Hyundai Motor, for instance, offers an internal AI service, 'H-Chat,' that integrates external AI capabilities, but prohibits direct employee access to external models via company computers. SK and LG groups lack a unified group-wide policy, with individual affiliates managing AI adoption independently and often restricting direct access to external AI services.

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We must completely change our work methods and organizational DNA. AI must be integrated into all work value chains, from R&D to production, marketing, and support.