Leap to become an AI native company: ‘AX’ great transformation in Korea’s industry > News

Leading domestic conglomerates, led by Samsung Electronics, are now using the ‘multi-LLM’ strategy, which is not dependent on a specific AI model, as their core driving force. The intention is to maximize the practical efficiency of executives and employees by selectively using AI models with different strengths, such as ChatGPT, Gemini, and Claude, according to the characteristics of the work. Samsung Electronics is sequentially opening externally generated AI to all affiliates, starting with the DX division, and through this, the entire value chain, from R&D to marketing and customer service, is being reorganized around AI. These changes are not simply about changing tools, but reflect a strong commitment to accelerate decision-making and strengthen the organization's execution capabilities to stay ahead and not just survive in a rapidly changing global market.

These changes in companies are accelerating in line with the strengthening of management’s ‘AI literacy’. Samsung operates the ‘AX Boot Camp’ for former presidents and executives, providing hands-on training for executives to directly handle AI and innovate work processes. This is a strategic step to become an ‘AI native’ organization that freely utilizes AI from the CEO to the staff. SK Group also heralds an era in which all executives and employees will have one AI agent per person, and Chairman Chey Tae-won himself presented a vision to strengthen communication within the organization through multiple AI avatars. The hybrid strategy that combines internal LLM technology and external models is evaluated as a smart choice to simultaneously ensure the security and usability of a company's data.

AI has already established itself as a key enabler in various fields of our society, such as education and sports. Soongsil Cyber ​​University's Department of Social Welfare is improving students' self-directed learning capabilities by teaching them how to build a learning assistant using Gemini and Laptop LM. Additionally, the 2026 North and Central America World Cup has turned into a huge showcase for AI technology. Robot referees, smart soccer balls, and AI-based tactical analysis are simultaneously increasing the fairness and fun of sports, and Google Gemini has been used to analyze the strength of the Argentina national team and manage players, proving the practical utility of the technology. This suggests that AI has evolved beyond a simple information retrieval tool into a partner that assists human judgment and creates results in professional fields.

Data from market research firms shows that this trend is already establishing itself as a profitable business model. The fact that Claude overtook Google's Gemini to take second place in the domestic generative AI app market proves that users are actively choosing tools optimized for a productivity-oriented work environment. In particular, the Korean market has emerged as a very important test bed and revenue generator for global big tech companies. Companies' conversion to paid subscriptions and advanced use of AI for business purposes strongly predict that the future AI market will move beyond the simple curiosity stage and become a core infrastructure for companies.