Samsung Electronics is rolling out ChatGPT, Gemini, and Claude to employees across its DX Division, reversing a strict ban enacted after a 2023 source code leak. The shift marks a major change in how the company balances data security with the push to integrate artificial intelligence into daily operations.
A strategic shift in AI adoption
Samsung previously relied solely on in-house AI models after an employee uploaded work-related source code to ChatGPT, sparking a data leak controversy. Chairman Lee Jae-yong ordered an "AI transformation" across all affiliated companies earlier this year to reverse this cautious stance. The company tested external AI services with roughly 2,500 employees before selecting the three platforms, ensuring teams can use Generative AI and LLM tools best suited to specific tasks.
Samsung explained that supporting multiple services prevents the company from relying on a single, one-size-fits-all solution. This approach allows employees to select the optimal tool for their specific workflows rather than treating AI as a one-time initiative.
Reshaping organizational DNA through training
Samsung plans to run an "AX Boot Camp" for all executives across its affiliated companies to support this rollout. This marks the first time the company will conduct intensive AI training for approximately 50 top executives, followed by sessions for about 2,300 managers through August 12. Samsung plans to position this executive and manager training as the starting point for company-wide AX innovation, ensuring leaders can effectively drive AI for Executives & Strategy across their respective divisions.
Roh Tae-moon, president and representative of Samsung Electronics, said: "The adoption of external generative AI is not simply providing AI as a work tool, but rather a starting point for fundamentally transforming how we work and our execution speed." He added: "By creating an environment where every employee can use the AI best suited to their work, we will enhance organizational execution capabilities beyond individual productivity, ultimately raising the competitiveness of the DX Division's business."
Balancing expansion with risk control
The rollout extends beyond Samsung Electronics, with plans to introduce these external models across all affiliated companies this month. To support this expansion, Samsung will establish dedicated AI divisions within each subsidiary. These teams will manage data operations, cultivate AI talent, and tailor promotion strategies to specific business needs.
The company is also building a specialized security framework to permit broad AI use while controlling data risks. This dual focus aims to achieve both expanded AI use and strict risk control across the entire organization.
Why this matters for executives and strategy
Samsung's pivot from a strict ban to a multi-model, company-wide rollout highlights a critical lesson for leadership: absolute restriction often fails, but managed access with top-down training succeeds. Executives must build security frameworks that enable productivity rather than block it, while personally engaging with these tools to set operational expectations. The "AX Boot Camp" model demonstrates that AI literacy at the C-suite level is now a prerequisite for driving enterprise-wide adoption.
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