Samsung supplements in-house Gauss AI with ChatGPT, Claude and Gemini for employees
Samsung's decision to officially open external GenAI access to its DX (Device eXperience) division employees is a quiet but meaningful pivot. After a proof of concept involving roughly 2,500 employees, Samsung will permit official use of ChatGPT, Claude and Gemini across product planning, marketing, multilingual business operations and other functions starting in June. The company is explicit that Samsung Gauss — its in-house model — will continue to be developed in parallel rather than retired.
This is the practical resolution most large enterprises will eventually arrive at: a hybrid posture where internal models handle sensitive or proprietary workflows and external frontier models handle the bulk of horizontal productivity tasks. Samsung's reversal of its previous restrictive stance (the company famously banned ChatGPT internally in 2023 after a code-leak incident) is the most public corporate course-correction yet on enterprise GenAI policy.
The multilingual angle is specifically interesting. Samsung's global footprint — sales and operations in 60+ countries — means cross-language drafting, summarization and translation are heavy workloads, and Gemini, Claude and ChatGPT all handle non-English performance differently. Allowing employees to choose between them produces, in effect, an internal A/B test that will inform Samsung's vendor decisions over the next year.
The broader market read: Samsung is too big and too AI-adjacent a buyer for any of Anthropic, OpenAI or Google to ignore. The PoC-to-rollout cadence (2,500-person pilot → all-DX rollout) is a template other Asian conglomerates will study. Watch for whether Samsung disclosures eventually quantify productivity gains or quality differences between Gauss and the three external models — those numbers, if published, would be among the most credible enterprise-AI ROI data points of the year. Combined with Samsung's separate $1T-valuation milestone on AI-chip demand and Samsung AI Week 2026 across 58 countries, the company is positioning itself as both a major AI buyer and a major AI infrastructure supplier.