Google overtakes Naver in South Korean mobile users as AI reshapes search

The long-standing dominance of Naver in South Korea's internet landscape is showing signs of faltering, particularly in the mobile sector. For over two decades, Naver's 'green search window' has been synonymous with being online for many Koreans. However, Google has now overtaken Naver in monthly active mobile users, reaching 47.02 million users compared to Naver's 46.84 million in the past month.

This shift is largely driven by Google's rapid integration of generative AI into its search services, notably with its 'Gemini' AI. The synergy with AI features on Samsung's Galaxy smartphones appears to have further boosted Google's appeal. The way users seek information has fundamentally changed; instead of clicking through links from search results, users now expect AI to provide summarized answers directly in natural language. This paradigm shift is also evident with OpenAI's ChatGPT, which has significantly surpassed local competitor Daum in user numbers.

As information consumption evolves, so do the rules of the digital ecosystem. The previous focus on Search Engine Optimization (SEO) to rank highly in search results is being replaced by 'Generative Engine Optimization' (GEO). The new challenge for businesses is to ensure their information is cited by AI when generating answers, as failing to be recognized by AI could render them virtually invisible online. Naver is responding by removing its iconic 'Green Dot' search button and prioritizing its conversational 'AI Tab,' signaling a race to offer the most innovative AI experience.

Interestingly, as AI takes a more central role in search, the value of original, verified data is becoming paramount. This 'source data' is crucial for generative AI to produce accurate, fact-based responses and avoid 'hallucinations' or fabricated information. While the interface of search may continue to change, the fundamental importance of reliable and trustworthy information will remain constant.