As generative AI spreads, the way Koreans search for information has fundamentally changed. Three in four Koreans now use conversational search instead of typing individual keywords. Image generated by ChatGPT.
As generative AI spreads, the way Koreans search for information has fundamentally changed. Three in four Koreans now use conversational search instead of typing individual keywords. Image generated by ChatGPT.

The spread of generative AI has transformed how Koreans search online. Three in four Koreans now use conversational search rather than typing individual keywords, according to new data.

Google Korea's "Super Consumer" report, released last month, found that 74 percent of Koreans use conversational search. The findings are based on a survey of 2,000 Korean internet users conducted by Google and market research firm MTM.

The results reflect how generative AI has become part of daily life, shifting the way people look for information. Instead of typing a phrase like "fall travel destination," users are increasingly entering full sentences such as "Where should I take my parents for a domestic trip this autumn?" — spelling out their situation and specific conditions.

Search queries have also grown longer. The same report found that 87 percent of Koreans said they use long search queries, and 80 percent said they frequently use multimodal search, which combines images and text.

ChatGPT [Yonhap]
ChatGPT [Yonhap]

Conversational search is also expanding beyond general queries into specialized areas. According to the Google survey, 76 percent of Korean consumers said AI or multimodal search is the first tool they turn to when looking for a product or service, and 74 percent said AI search has helped them make purchasing decisions faster.

The search process itself rarely ends after a single exchange. According to research technology firm Opensurvey, 56.9 percent of generative AI users in South Korea said they immediately ask AI when a question comes to mind, while 42.3 percent said they follow up with additional questions after receiving an initial answer.

As search habits shift, domestic platforms are racing to expand their AI-powered conversational search features.

Naver replaced "Green Dot" — the main entry point on its search home screen — with "AI Tab," a generative AI search service, in June. The feature lets users ask questions in full sentences and receive AI-generated answers, and connects them to maps and reservations when they search for places. AI Tab users surpassed 10 million as of July.

An example of ChatGPT for Kakao. [Provided by Kakao]
An example of ChatGPT for Kakao. [Provided by Kakao]

Platforms are also rolling out conversational search tailored to specific categories. Naver has applied a "Shopping AI Agent" to Naver Plus Store and this month launched a "Place Agent" on Naver Maps. Both features let users describe what they are looking for in full sentences rather than entering simple keywords when searching for products or places.

Kakao is positioning KakaoTalk itself as the entry point for conversational information discovery. Its flagship offering in this space is "ChatGPT for Kakao," which embeds ChatGPT inside KakaoTalk. When a user asks about a place or product in a sentence, the service connects them to relevant platforms such as KakaoMap, gift-sending, reservations and Melon.

This year, the service expanded its integrations to include outside platforms such as Musinsa, CJ Olive Young, Hyundai Department Store and My Real Trip. Since June, Kakao has also embedded a ChatGPT chatbot directly in regular KakaoTalk chat rooms, allowing users to ask questions on the spot during conversations.


chami@heraldcorp.com