Samsung Launches Sweeping AI Transformation to Reshape Organizational DNA and Work Culture

Samsung Electronics Chairman Lee Jae-yong called in his 2026 New Year’s address for AI to be deployed across research and development, production, marketing and support, fundamentally changing how the company works and reshaping its organizational DNA. The initiative elevates AI from a standalone tool to a foundation for running the group. It will affect Samsung’s efficiency and capacity for innovation as it competes globally in semiconductors, consumer electronics and manufacturing.

Samsung announced a group-wide AI transformation on June 9, 2026, led by the chief executives of its affiliates. AI will be introduced across eight core processes: research and development, procurement, manufacturing, logistics, marketing, sales, service and administrative support. Samsung plans to fully deploy Google Gemini, OpenAI ChatGPT and Claude during June and provide training for executives. It has not disclosed the related investment amount.