DX Division: ''Leap to AI-Leading Company Through AX Innovation''
Samsung Electronics issued its 2026 New Year address on January 2nd — notably separated by division (DS and DX), reflecting the different industry characteristics and business environments of semiconductor vs. device/experience businesses. DS Division (Vice Chairman Jeon Young-hyun): AI semiconductor demand expansion response through "one-stop semiconductor capability" (logic, memory, foundry, advanced packaging — uniquely comprehensive portfolio); AI-specialized solutions internally embedded; HBM4 competitiveness highlighted; foundry entering "leap phase"; customer-orientation transition from product-centered. "Build a DS that doesn''t waver under external crises through solid technology." DX Division (President Noh Tae-moon): AX (AI Transformation) as the central strategy — integrating AI organically into all devices and service ecosystems to innovate customer experience; transforming the way work itself is done to AI-centered. "Use AX to make 2026 a year of further leap." Strategic significance: the division-separated New Year addresses signal Samsung acknowledging that DS and DX face fundamentally different competitive challenges — DS must rebuild trust and technical leadership after HBM delays and foundry market share challenges, while DX must create AI-differentiated consumer experiences against Apple, Google, and emerging Chinese competitors. The shared theme: AI is being positioned not as a feature to add but as the organizational operating system — "AX" as company-wide transformation rather than product capability. The explicit goal of AI embedded across "design, R&D, manufacturing, quality" (DS) and "all devices and service ecosystems" (DX) represents a more ambitious internal transformation agenda than most AI announcements from Western tech companies.
