On June 11, Samsung announced the start of Workspace AI Transformation (AX) and kick-started the rollout of ChatGPT, Claude, and Gemini.

With this move, Samsung handed its entire DX Division the keys to ChatGPT, Gemini, and Claude. The company is rolling out all three major generative AI platforms to executives and employees across its Device Experience division.

Samsung Electronics’ decision to use external generative AI is aimed at fundamentally innovating the way employees work to accelerate AI transformation. Based on this, the company intends to enhance the DX Division’s business competitiveness in the global market, ultimately providing customers with better product and service experiences.

Samsung ran a test group of roughly 2,500 employees before committing. They watched, measured, and then made a call that most companies are still debating in committee rooms.

“It is the starting point for fundamentally transforming the way we work and the speed of our execution.” – TM Roh

Meanwhile, the Korean tech giant will continue to offer its own Samsung Gauss AI model and chatbot to employees. The workspace now has the best compound of artificial intelligence tools available out there.

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Samsung officially launched an affordable model of its BESPOKE AI Steam robot vacuum cleaner in South Korea. The company has made it clear for a while that everyone should own a robot vacuum, and bringing a cheaper model is proof.

The South Korean giant has unveiled a standard (affordable) model in the expansive Samsung Bespoke AI Steam robot vacuum cleaner lineup, slotting below the Ultra and Plus variants it launched earlier this year.

What you actually get

• The Steam Clean Station: Provides hygienic mop maintenance through high-temperature washing, steam sterilization, and hot air drying.
• The EasyPass Wheel: Easily crosses single door thresholds up to 45mm high.
• The Pop-out Combo: Features an extended brush and mop to ensure thorough cleaning right up against walls.
• Samsung also baked in Knox security, earning a Diamond rating from UL Solutions.

Pricing lands between 1.41 million won (~ $920) and 1.59 million won (~ $1,040), depending on specs. It will be available through major online channels such as Samsung.com, Naver, and Gmarket.

The Bespoke AI Steam line crossed 20,000 units sold in May. It’s also the first robot vacuum chosen as a built-in option for a major Korean apartment complex, a 1,875-unit development in Uiwang-si scheduled for this July.

“By launching the standard ‘Bespoke AI Steam’ model, which offers both competitive pricing and performance, we will lead the popularization of K-robot vacuums and further strengthen our market competitiveness,” said Kim Yong-hoon, Vice President at Samsung Electronics Korea.

OpenAI CEO Sam Altman is reportedly set to meet Samsung executives to discuss mobile AI and HBM4 cooperation. The potential high-profile meeting suggests the two companies are getting serious about AI infrastructure.

This is Altman’s second visit in eight months. The last one, back in October, ended with a Letter of Intent between him and Samsung Chairman Lee Jae-yong, opening the door to AI infrastructure and semiconductor cooperation.

CEO Altman sits down with TM Roh, who runs Samsung’s Device eXperience division, to hash out mobile AI (Galaxy AI) and on-device services.

Samsung has spent the last two years threading on-device and cloud AI through its Galaxy lineup, and if OpenAI’s generative models plug into that hardware ecosystem, the product implications stretch across phones, PCs, and home appliances.

Jun Young-hyun, Vice Chairman of Samsung’s Device Solutions division, is expected to discuss HBM cooperation, including next-generation HBM4.

Notably, Korean outlets report that Altman will be giving a lecture to Samsung employees titled “The Era of Working with AI.” This 1-hour lecture could cover how generative AI reshapes industries and what companies should do about it.

OpenAI is also preparing for its IPO. It needs hardware partners it can point to. Samsung needs confirmed demand for its next chip generation. Both sides are motivated in ways that make handshake agreements feel insufficient.

On June 2, Samsung and medical device company Abbott teamed up with the Korean Red Cross for Korea’s first Galaxy XR-powered blood donation campaign.

Donors strap on Galaxy XR headsets and drop into a Zen garden. They look at a spot on the ground and plant a virtual flower seed. Music composed with the Chicago Symphony Orchestra swells.

Samsung employee Gangsu Kim, donating for the 20th time, said the gaze-reactive content was what got him. His colleague Geunwoo Park put it more plainly. “It can feel a little boring since you have to sit still.”

Following the XR-powered blood donation campaign in Korea, Samsung and Abbott are preparing to expand the program through upcoming activations at major global events in the United States and Malaysia.

Abbott has run donation campaigns in nearly 30 countries since 2016. Samsung is now riding that infrastructure. James Park, EVP of Samsung’s Global Mobile B2B Team, framed this as a social value play, not a product demo.

At Augmented World Expo (AWE) in Long Beach, California, running June 15–18, Samsung and Abbott will host a four-day blood drive, bringing the Galaxy XR donation experience to thousands of attendees from across the XR ecosystem.

Later in June, the initiative will be showcased at the International Society of Blood Transfusion (ISBT) Congress in Kuala Lumpur, Malaysia, where more than 100 blood bank decision-makers from around the world will have the opportunity to share the use cases.

Right now, it’s Samsung employees and conference attendees, an inherently friendly crowd. Real proof comes when this lands in a community blood drive.

Samsung has announced that it hosted visitors to showcase its display solutions at The Governors Ball Music Festival 2026 from June 5 through 7.

This year’s Governor’s Ball Music Festival took place at Flushing Meadows Corona Park in Queens, New York. This was the 15th iteration of the massive outdoor festival, billed as “New York’s biggest party,” which stood out for its heavy global and K-pop-forward lineup.

What Samsung did is it supported the experience with large-scale, live experiences through storytelling and real-time information.

Attendees at Empire Lounge Speakeasy explored merchandise and food and beverage options from 32-inch and 13-inch Color E-Paper displays. Attendees also viewed festival merchandise in glasses-free 3D from the 85-inch Spatial Signage and watched live performance simulcast from QMC screens.

Empire Lounge pass holders explored clothing and accessories from Samsung‘s Spatial Signage with 3D Plate technology. It uses a custom optical layer that generates depth perception directly within the image panel, resulting in a multidimensional depth that delivers high-quality visuals.

Samsung’s 32-inch and 13-inch Color E-Paper displays delivered menu options of festival-offered concessions for a better experience. It is designed to deliver vivid content with ultra-low power consumption. Furthermore, the Color E-Paper supports real-time updates from Samsung Visual Experience Transformation (VXT).

Meanwhile, the Samsung QMC display allowed Empire Lounge guests to enjoy the performance without missing any key moments.