A Samsung Electronics labor union represents workers in the smartphone and home appliance divisions. The union escalated its protest against potential AI-related workforce reductions. It placed an advertisement on a billboard in New York's Times Square. The ad began running on September 5, 2026. It displays messages such as "Great products begin with people."
The union primarily represents employees in the Device eXperience (DX) division. It plans an indefinite rally near the residence of Samsung Electronics Executive Chairman Lee Jae-yong. The union claims the push for AI led to job function reductions. It also claims DX division employees faced marginalization in recent wage negotiations. This led to a growing compensation disparity with the semiconductor (DS) division. Their demands include the distribution of 1,000 treasury shares to each DX employee.