Samsung reverses 2023 ban, adopts ChatGPT, Gemini, and Claude companywide

Samsung's reversal is a notable corporate-adoption signal: in 2023 it banned public generative AI tools after an internal data leak, and now it is officially greenlighting ChatGPT, Gemini Enterprise, and Claude across its Device Experience division starting June 12. The move reflects how enterprise comfort with data-handling controls — and competitive pressure to boost productivity — has overtaken earlier caution.

Crucially, Samsung will run external tools alongside its in-house Samsung Gauss model, using Gauss for sensitive internal tasks while tapping frontier models for general productivity. This hybrid posture mirrors a broader enterprise pattern: keep proprietary data on a controlled in-house model, use commercial frontier models for everything else.

The timing is pointed given the same week's data-governance friction — Microsoft restricting Fable 5 internally and r/aws backlash over Bedrock data sharing. Samsung's embrace suggests that for many enterprises the productivity upside now outweighs the data-leak fears that drove 2023-era bans, a meaningful demand signal for all three vendors as they court large corporate accounts.