Establishment of Company-wide AI Control Tower
Creation of Customized Execution Organizations for Each Business Division
Strengthening Execution Capabilities with a 300-member 'AI Crew'
Advancement of AI Training System for All Employees
Full-scale Strategic Shift Toward Becoming an 'AI Driven Company'
Samsung Electronics has established the 'AI Productivity Innovation Group' within its Device eXperience (DX) division to accelerate company-wide innovation in work processes based on artificial intelligence (AI). The strategy goes beyond simply applying technology, aiming instead to fundamentally restructure management and organizational operations around AI. Through this organizational restructuring, Samsung plans to begin in earnest its transformation into an 'AI Driven Company.'
According to industry sources on May 8, Samsung Electronics announced the reorganization of its DX division through an internal notice on this day, establishing both a dedicated organization overseeing AI productivity innovation and an on-site execution system. This restructuring is focused on laying the groundwork to simultaneously promote work efficiency, decision-making support, and product and service innovation through AI.
The core of this initiative is the newly established 'AI Productivity Innovation Group' under the Management Innovation Center. This group will oversee the construction of company-wide AI infrastructure and systems, and serve as a control tower to support each division in actively adopting and utilizing AI. Its main mission is not simply to function as a technical organization, but to connect the use of AI to tangible management outcomes, with clear goals of enhancing productivity and competitiveness.
Separate 'AI Productivity Innovation Offices' have also been established within each business unit to create an execution system linked with the group. These offices will plan AI utilization strategies tailored to the characteristics of each business area and apply them to actual operations. Through this, Samsung Electronics aims to ensure that AI does not remain confined to a single technological domain, but instead becomes a core tool for transforming the company’s overall work methods and organizational culture.
Samsung Electronics has also newly formed a practical organization to directly implement the transition to AI-based work on the ground. Under the name 'AI Crew,' the company has selected a dedicated workforce of about 300 people to identify and execute AI projects at the field level. The AI Crew consists mainly of practitioners familiar with AI technology, and will lead practical innovation projects and serve as hubs for the spread of AI within each division.
Specialized training for the AI Crew will also be strengthened. Samsung Electronics plans to provide advanced training courses to ensure that AI Crew members possess both expertise and practical capabilities, and will focus on developing their abilities so they can drive work improvements and efficiency based on AI at the field level.
The AI training system for all employees will also be enhanced. Samsung is already operating company-wide basic AI training, and plans to expand this into advanced courses so that employees can directly plan and implement AI services. The program is designed not only to improve technical understanding, but also to enable employees to apply AI to their actual work and achieve tangible results.
While Samsung Electronics has previously applied AI technology to various business fields, this organizational restructuring is significant in that it systematizes and unifies these individual efforts into a single strategic direction. Samsung has made it clear that it aims to transform from a technology-centered company into an AI-centered company through work transformation and business innovation based on AI.
In particular, as major business units such as semiconductors, mobile, and home appliances are each attempting product innovation through AI, the establishment of a company-wide control tower is seen as a move not only to improve efficiency, but also to secure future competitiveness.
An industry official commented, "Samsung Electronics has clearly declared that AI is not just a 'technology,' but the central axis of 'productivity innovation' and 'organizational management.' The company’s determination to enhance its organizational execution capability in AI and to use it as a means for sustainable growth is evident."
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