ChatGPT, Google Gemini Ads Reveal Contrasting Strategies

OpenAI and Google, which hold the top two positions in South Korea’s generative AI market, have recently rolled out video advertisements in succession, intensifying efforts to attract users. Industry analysts suggest that the ads reveal subtle differences in the companies’ business strategies.

First, Google’s Gemini ad features celebrities and influencers to capture attention. The “Google AI Pro” ad, starring actor Lee Byung-hun, actor Kim Go-eun, and economic YouTuber Shuka, has surpassed 10 million views.

An AI industry insider said, “The strategy appears to be leveraging familiar stars to make AI technology more accessible to the general public. By maximizing advertising impact through strong capital and brand recognition, Google seems to be aiming to catch up with ChatGPT.”

In contrast, ChatGPT’s ad does not feature celebrities. Instead, it emphasizes the theme “For all of it,” highlighting how ChatGPT can be used in daily life for tasks like “wedding preparation,” “moving,” and “achieving goals.” Seo Yong-gu, a professor of business administration at Sookmyung Women’s University, said, “As a pioneer in the generative AI industry, ChatGPT focuses on promoting the brand itself rather than relying on celebrities. The ad reflects the pride of a market leader.”

Are the ads driving results? According to Wiseapp·Retail, a firm that analyzes app and payment data, ChatGPT was the most used generative AI in South Korea last month, with 24.7 million monthly active users (MAU). Google Gemini ranked second with 9.87 million MAU—both record highs. Among domestic services in the top 10, only SK Telecom’s “A.dot” (1.1 million MAU) and AI startup Wrtn Technologies’ “Wrtn” (380,000 MAU) made the list.

The statistics exclude PC users and only count smartphone users, so they may not reflect the full picture. Nevertheless, it is clear that the domestic AI market has already been dominated by foreign players, and big tech companies are competing through advertising to secure Korean users, who are highly sensitive to new technologies.