Samsung Electronics to introduce external generative AI tools for DX division employees

May 26 (Asia Today) -- Samsung Electronics said Tuesday it plans to officially introduce external generative artificial intelligence services for employees in its Device eXperience, or DX, division beginning next month.

The South Korean technology company said it is reviewing three AI services for adoption: Google's Gemini, OpenAI's ChatGPT and Anthropic's Claude.

Samsung said the move is intended to strengthen the DX division's global business competitiveness and ultimately improve products and services for customers.

The company plans to continue developing its in-house generative AI model, Samsung Gauss, while also leveraging the latest AI technologies from major global tech firms to maximize synergy.

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Samsung said the external AI tools will be integrated into employee workflows to help generate insights during product and service planning, support global marketing and communications, assist multilingual overseas business operations and enhance analysis of large-scale market and customer data.

The company said the initiative aligns with comments made by DX division chief Roh Tae-moon in his New Year's address, where he emphasized the need to organically integrate AI technology across all devices and service ecosystems to deliver the best customer experience.

Industry observers said Samsung appears to be seeking to narrow what some view as a gap in AI utilization compared with global competitors by actively incorporating the strengths of external AI platforms and rapidly translating them into product and service competitiveness.

Samsung conducted proof-of-concept testing from April through May involving about 2,500 employees to evaluate the three external AI service candidates before making its decision, the company said.

Roh said in his Jan. 2 New Year's address that AI transformation is "not simply a tool, but a process that fundamentally changes the way we think and work."

He also said Samsung should innovate not only how employees work but also how they think by using AI to improve speed and productivity.

-- Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260526010007417