The tech world is witnessing a flurry of activity as companies grapple with the ever-evolving landscape of artificial intelligence and its impact on their operations. Two major developments highlight this dynamic: Samsung's internal struggle to maintain its competitive edge and Continental's innovative application of AI to streamline product development.

Samsung's "Do-or-Die" Moment

Samsung Electronics, a South Korean giant and the world's largest memory-chip maker, is facing a critical juncture. Chairman Lee Jae-yong has urged executives to adopt a "do-or-die" mindset to confront the challenges posed by AI. This call to action comes as Samsung struggles to meet Nvidia's requirements for high-bandwidth memory (HBM) chips, with rival SK hynix emerging as Nvidia's primary supplier for its AI graphics processing units (GPUs). The company acknowledged facing a "crisis" regarding its technological competitiveness as far back as October of last year.

Lee emphasized that the company's attitude in dealing with the crisis is paramount, stating that "even if it means sacrificing short-term profits, we must invest for the future," according to Yonhap news reports. While a Samsung spokesperson downplayed the direct attribution of the "do-or-die" message to Lee, the underlying sentiment reflects the urgency within the company. Samsung's operating profit sank almost a third in the fourth quarter of last year due to research spending. Lee, having recently been cleared of charges related to a 2015 merger, acknowledged growing concerns about Samsung's future and vowed to overcome these challenges.

Continental's AI-Powered Efficiency Boost

Meanwhile, Continental, an automotive technology company, is taking a proactive approach by leveraging AI to optimize its product development processes. The company has developed an AI-powered tool that automates the analysis of specifications, a critical step in product development. This innovation, recognized with a Microsoft Intelligent Manufacturing Award, significantly reduces the time and effort required, leading to faster project completion and increased precision.

The AI tool addresses the challenge of managing complex specification sheets, which can contain hundreds of pages of client requirements. Traditionally, this process was handled manually, consuming substantial engineering hours. The new tool, developed using Microsoft Azure AI Services, can reduce the time spent on this process by up to 80%, allowing engineers to focus on more strategic aspects of product development.

The development of this tool involved collaboration with Microsoft and NTT DATA, leveraging the expertise of each partner. Experts previously spent up to 37,500 working hours on requirements engineering for a single project. The AI tool identifies, extracts, and internally assigns important sections and terms from task documents, which can include up to 30,000 individual requirements. Continental is rolling out the AI-based requirements management system across its automotive division after a successful testing phase.

The Broader Implications

These two developments highlight the contrasting approaches companies are taking in response to the AI revolution. Samsung is facing internal pressure to adapt and maintain its market position, while Continental is actively embracing AI to enhance its operational efficiency and innovation capabilities. The success of these strategies will likely determine their respective positions in the evolving technology landscape.