Google overtakes Naver in South Korean mobile search for the first time, driven by AI

Google has overtaken Naver in South Korea's mobile search market for the first time, marking a significant shift in the country's digital landscape. As of July, Google recorded 47.02 million monthly active users (MAU) for its app, surpassing Naver's 46.84 million. This marks the first time Google has led in MAU since mobile index statistics began in March 2021.

Google's aggressive strategy of integrating generative AI into its search functions appears to be the key driver behind this growth. Features like 'AI Overviews,' which summarize search results, and 'AI Mode,' allowing users to ask complex questions in natural language, have been widely adopted. Google reported over 2.5 billion MAU globally for AI Overviews and over 1 billion for AI Mode within its first year.

This trend reflects a broader shift in how users seek information, with AI chatbots increasingly becoming a preferred alternative to traditional keyword searches. ChatGPT, for instance, has seen explosive growth, surpassing 16.45 million MAU in July, more than double that of Daum, another major South Korean portal. While Naver has also launched its AI-powered search service, 'AI Tab,' the competitive landscape is clearly being reshaped by generative AI.