Samsung Electronics, 6to introduce external generative AI to its DX Division in

![Samsung Electronics, 6external generative AI to be introduced to its DX Division in /blog-images/gen-863a54e2-a212-493d-9772-1417dcc761eb.jpg)

Samsung Electronics 5on 26announced that it will officially introduce external generative artificial intelligence (AI) services during 6for employees in its Device eXperience (DX) Division. The service will be available to DX Division employees. The company said the move is intended to strengthen business competitiveness.

The company 4from 5through 2,500conducted a field evaluation of external generative AI candidates among DX Division employees. The candidates included 3types, including Google’s Gemini, OpenAI’s ChatGPT and Anthropic’s Claude. The evaluation involved examining their potential application to internal work.

Samsung Electronics said it plans to use external AI to generate insights during the product and service planning stages, as well as for global marketing and communications and multilingual support. In an internal notice, the company explained that it had been preparing to ensure that generative AI, both inside and outside the company, could add practical value to employees’ work.

The company also said it would pursue a two-track strategy, moving away from a system centered on its own generative AI model, Samsung Gauss, and using external AI services alongside it. Under this strategy, in-house and external models will be used simultaneously.

The company added that it would also pursue humanoid robots in stages. It said it would announce the specific schedule and scope of the initiative in a further internal notice.