Latin America. In a world increasingly permeated by artificial intelligence, Samsung is strategically adopting this technology to transform the work environment. Under the vision "AI for all", the multinational seeks to integrate artificial intelligence at all levels of its operation, not only as a technological tool, but as a cultural and human axis.
"At Samsung, we want AI to be accessible, relevant and useful to everyone, every day and everywhere," said Antonio Quintas, Senior Vice President of Mobile Experience for Latin America at Samsung. This premise guides the company's work in Latin America and the world, with a firm commitment to the development of practical and safe solutions, capable of generating value in both professional and personal life.
From promise to practice: AI with purpose
According to a study by NTT Data, 71% of companies already recognize the potential of AI to improve efficiency in everyday life. However, its effective adoption requires more than technology: it implies an organizational transformation.
"AI can be truly transformative when it is part of the organizational culture. In a technology-driven company, we believe that AI should be present wherever it can create value, from home to the workplace, supporting smarter decisions and freeing up time for more strategic activities," explains Quintas.
A concrete example is Samsung Gauss, the generative AI solution developed in-house by the company. Unlike other tools, Gauss operates securely and offline, and adapts to the daily work of teams, assisting in tasks such as writing emails, analyzing data, generating presentations, and even interpreting code. "Gauss improves the performance of the team without compromising autonomy. The more you use it, the smarter it becomes," he says.
Continuous training: key to sustainable adoption
The successful integration of AI in companies also involves training. More than half of employees in Latin America are enthusiastic about working with AI, but only 30% of companies offer specific training, according to data from Great Place to Work®. This gap between expectation and preparation represents a challenge.
In the case of Samsung, through Samsung U – its global learning platform – it offers personalized training paths in areas such as sales, marketing, design and manufacturing, with AI as a transversal axis.
This commitment to technology education not only strengthens internal talent, but also reinforces Samsung's positioning as a company that is committed to human development in parallel with innovation.
Humanizing Technology: A Vision of Leadership
For Samsung, artificial intelligence is not an end in itself, but an enabler of new, more efficient and humane ways of working. "Adopting AI at work does not mean giving up human contact. On the contrary, it is to put it at the center of innovation," Quintas remarks. This vision drives a corporate culture based on curiosity, autonomy and continuous learning.
In an ecosystem where innovation happens in real-time, Samsung recognizes that AI has the potential to anticipate trends, optimize processes, and deliver smarter solutions. But at the same time, leadership in this new era requires clarity, accountability, and a long-term vision.
"The future of work has begun and AI is one of its main strengths. Incorporating AI means positioning the company as an agent of transformation, capable of delivering value with agility and intelligence," concludes the executive.
