Samsung Galaxy S25 series (Image courtesy of Yonhap)
SEOUL, May 8 (Korea Bizwire) — Samsung Electronics announced a major organizational overhaul on Thursday, establishing a dedicated AI Productivity Innovation Group within its Device Experience (DX) division as part of its push to transform into a fully “AI-driven company.”
The move marks a significant step in Samsung’s efforts to embed artificial intelligence into its internal workflows, with the aim of boosting employee productivity and streamlining business operations.
The newly launched AI Productivity Innovation Group, operating under the company’s Management Innovation Center, will act as a central control tower overseeing company-wide AI infrastructure, systems development, and implementation support. It will also work to scale successful AI applications across departments. A senior executive specializing in AI is expected to lead the group.
HQ of Samsung Electronics (Image courtesy of Yonhap)
Samsung will also establish AI Productivity Innovation Offices within each business unit of the DX division — which includes mobile devices, TVs, and home appliances — to tailor AI initiatives to the specific needs of each product line. These offices will spearhead projects that apply AI to real-world business challenges and performance optimization.
To accelerate execution, Samsung is introducing an “AI Crew” system involving approximately 300 employees selected to champion on-the-ground AI projects. These AI Crews will be trained through an advanced internal education program designed to equip them with the skills to build and deploy AI solutions directly related to their roles.
In addition to basic AI literacy training, Samsung plans to offer in-depth courses to empower employees to develop in-house AI services that enhance both work efficiency and product competitiveness.
“Technological change is moving faster than we expected. In this era of rapid transformation, we must explore new possibilities and prepare for the future,” Noh Tae-moon, acting head of the DX division, wrote in an internal email last month. “Let’s reshape how we work and foster a more agile and efficient corporate culture.”
This file photo provided by Samsung Electronics Co. on Jan. 8, 2024, shows Vice Chairman Han Jong-hee introducing the company’s AI strategy at CES 2024 in Las Vegas, Nevada. (Image courtesy of Yonhap)
Samsung began deploying its in-house generative AI tool, Samsung Gauss Portal, in December 2024 to assist employees with tasks like summarizing documents, composing emails, and translating text. The company plans to continue enhancing the portal while exploring potential integration of external generative AI solutions.
A company spokesperson said the restructuring reflects Samsung’s determination to lead AI-powered business innovation and increase productivity, reiterating its goal of becoming an “AI-driven company.”
The new initiative complements Samsung’s broader AI vision, “AI for All,” which aims to integrate intelligent features across its products — from smartphones and TVs to home appliances — to elevate the consumer experience. The DX division has already established a dedicated AI control tower under its CTO and formed specialized AI teams within each major business unit.
Kevin Lee (kevinlee@koreabizwire.com)
