Samsung Electronics externally signaled its commitment to AI-driven workplace innovation by inviting Sam Altman, CEO of OpenAI, to deliver an employee-oriented talk titled “DX Insight Talk.” This event is interpreted as a turning point where Samsung Electronics is opening its work environment to external state-of-the-art generative AI services, shifting away from its previous closed-off approach centered on its in-house AI ‘Gauss’ 1.
In particular, Samsung Electronics’ Device eXperience (DX) division proceeded with the OpenAI CEO’s lecture immediately after finalizing its policy on adopting external AI, and subsequently signed company-wide contracts for ChatGPT and Codex, accelerating its AI transformation (AX) 1, 2. This is analyzed as a strategic move to expand global AI partnerships beyond semiconductor cooperation to aspects such as employee work methods and company-wide infrastructure.
DX Insight Talk… Enhancing Employee Awareness of AI and Sharing Directionality
Samsung Electronics held the “DX Insight Talk” for DX division employees at the Suwon Samsung Electronics business site on June 15, 2026 1. Sam Altman, CEO of OpenAI, attended as a speaker to deliver a lecture on future changes brought about by AI technology and the direction of AI-based workplace innovation 1.
This lecture carries significance beyond that of a simple guest lecture by an external expert. Samsung Electronics had previously encouraged the use of its self-developed AI ‘Gauss’ due to security concerns but recently made major revisions to its policy direction 1. Chairman Lee Jae-yong emphasized in his New Year’s address this year that “we must completely overhaul our way of working and organizational DNA,” and it is reported that he personally decided to adopt external AI services in response to the proliferation of AI usage among overseas competitors 1.
Through this event, TM Roh, head of Samsung Electronics’ DX Division, stated explicitly, “Through AI, we will enhance overall organizational execution power beyond individual productivity, and thereby elevate the DX division’s business competitiveness to a new level” 1. Through this, Samsung Electronics appears to have internally shared the message that AI adoption is directly linked to strengthening business competitiveness, going beyond mere tool usage.
Large-scale Adoption of ChatGPT and Codex… Paradigm Shift in Work Methods
Immediately following the lecture, on June 22, 2026, Samsung Electronics and OpenAI signed a large-scale enterprise contract 2. Under this contract, Samsung Electronics will adopt ChatGPT Enterprise and the AI coding tool Codex for all domestic employees and all global DX division employees 2. This is regarded as one of the largest adoption cases in the history of OpenAI’s enterprise contracts 2.
The adopted services are utilized in the following areas:
| Service Name | Key Application Areas and Features |
|---|---|
| ChatGPT Enterprise | Knowledge-based work support including information search, data interpretation, document creation, and idea development |
| Codex | Code writing, review, debugging, and productivity enhancement for daily tasks of non-developer staff |
ChatGPT Enterprise provides enterprise-specific security controls and governance features, enabling advanced AI utilization while minimizing concerns about internal data leakage 2. In particular, Codex began as a tool for software developers but has now evolved into a versatile platform applicable across diverse work domains such as marketing, product development, and manufacturing 2.
Kyung-hoon Kim, Head of OpenAI Korea, evaluated Samsung Electronics’ adoption as follows: “It is a highly significant case in OpenAI’s history, as Samsung Electronics, a world-class technology and manufacturing company, utilizes AI not as a tool limited to certain organizations, but as a core platform enhancing the work methods and innovation capabilities of employees worldwide” 2.
Expansion of AI Ecosystem Leading to InnoX Lab and Semiconductor Cooperation
Samsung Electronics’ AI transformation extends beyond software adoption to the expansion of its internal research organization and hardware cooperation. The DX Division has established ‘InnoX Lab,’ a dedicated organization for company-wide AI tasks, to aggressively secure future growth engines such as digital twins, logistics AI, physical AI, and humanoid robots 3. InnoX Lab serves as an execution-focused organization that flexibly deploys talent across organizational boundaries, consolidating the core competencies of the DX division 3.
Meanwhile, Samsung Electronics is also deepening cooperation with OpenAI as an AI semiconductor supplier. On July 25, 2026, Chairman Lee Jae-yong and OpenAI CEO Sam Altman held a meeting at OpenAI’s headquarters in San Francisco, USA 4. At the meeting, they discussed cooperation plans for building AI infrastructure—including High Bandwidth Memory (HBM), DRAM, and advanced foundries—and plans for expanding Samsung Electronics’ AI transformation 4.
OpenAI recognizes South Korea as a key partner in building global AI infrastructure, and within this trend, Samsung Electronics is serving as a bridge connecting its semiconductor manufacturing capabilities with AI service demand 4.
Strengthening Corporate AI Competitiveness… Innovation in Organizational Culture and Business Structure
Samsung Electronics’ moves are expected to act as a catalyst, accelerating the artificial intelligence transformation competition among major domestic companies. SK Group, led by Chairman Chey Tae-won, is also holding the ‘2026 New Icheon Forum’ to share group-wide AI transformation roadmaps and discuss AI factory cooperation with overseas companies, including those in Japan 1.
Both Samsung Electronics and SK Group are making concerted efforts to restructure their business structures and ways of working into AI-centric systems, going beyond simple technology adoption. Samsung Electronics is simultaneously maximizing employee work efficiency through external AI partnerships while pursuing comprehensive structural reforms to survive in global AI competition, combining its internal AI research organization with semiconductor cooperation.
References
- “머뭇거리다간 도태”… 이재용·최태원, 그룹 AI 전환 직접 이끈다 · v.daum.net↩
- 오픈AI 올라탄 삼성전자...전사적 ‘AI 전환’ 위해 챗GPT 전면 도입 · insight.co.kr↩
- 삼성전자 DX부문, 전사 AI 과제 전담 '이노X 랩' 신설 - 전자신문 · m.etnews.com↩
- 이재용-올트먼, 오픈AI 본사서 회동···AI 인프라 협력 논의 - 뉴스웨이 · newsway.co.kr↩
