Google Gemini, ChatGPT Compete in Korea's AI Market

OpenAI and Google, which hold the first and second positions in South Korea’s generative AI (artificial intelligence) market, have recently released a series of video advertisements, intensifying efforts to attract users. Industry analysts note subtle differences in their business strategies based on these ads.

First, Google’s Gemini ads feature celebrities and influencers to capture attention. The "Google AI Pro" ad, starring actor Lee Byung-hun, actor Kim Go-eun, and economics YouTuber Shoo-ka, has surpassed 10 million views. An AI industry insider said, “By leveraging familiar stars, Google aims to make AI technology more accessible to the general public. As a company chasing ChatGPT, Google is maximizing advertising impact through its strong capital and brand recognition.”

In contrast, ChatGPT’s ads do not feature celebrities. Instead, they emphasize the theme “For Everything,” highlighting how ChatGPT can be used daily for tasks like “wedding planning,” “moving,” and “achieving goals.” Professor Seo Yong-gu from Sookmyung Women’s University’s Business Administration Department explained, “As a pioneer in generative AI, ChatGPT focuses on promoting its brand identity rather than relying on celebrities. This reflects the pride of a market leader.”

Are these ads driving results? According to Wiseapp·Retail, an app and payment data analysis firm, ChatGPT was the most used generative AI in South Korea last month (September 2026), with a monthly active user (MAU) count of 24.7 million people. Google Gemini ranked second with 9.87 million people—both record highs. Only two domestic services ranked in the top 10: SK Telecom’s "A." (1.1 million people) and Wrtn Technologies’ "Wrtn" (380,000 people).

The data excludes PC users, focusing only on smartphone users, so it may not reflect the full picture. Nonetheless, it is clear that foreign AI services have already dominated the South Korean market, prompting big tech companies to compete fiercely for users sensitive to new technologies. It reaffirms that superior product performance ultimately underpins advertising success.