[비즈한국] Can OpenAI overturn the landscape of the web browser market? Currently, the global search market is dominated by Google. The Android environment, which powers over 70% of all smartphones, and the Chrome browser have played a decisive role in Google's dominance. However, the competitive environment is expected to change rapidly in the future. Major big tech companies are pushing for their own search engines based on AI (Artificial Intelligence) chatbots. Recently, OpenAI officially launched 'SearchGPT' and is now on the verge of developing a web browser. Meanwhile, Google is facing the risk of a forced sale of Chrome after being hit with an antitrust ruling in the U.S. search market. Given that Google’s influence is significant in the domestic market, Naver035420 and Kakao035720 are also bracing for the AI search war, announcing record-level investments.
OpenAI Accelerates AI Web Vision, Will GPT Be Transplanted into Galaxy?
The industry is keeping a close watch following foreign media reports that OpenAI, the developer of the generative AI service ChatGPT, has recently considered ways to integrate its AI technology into Samsung Electronics005930 products. According to IT news outlets The Information and Reuters, OpenAI is discussing the development of a web browser combined with an AI chatbot. In this process, collaboration with Samsung Electronics was mentioned. Samsung Electronics, which has 'Google Search' as the default search engine on its mobile devices, is a strategic partner that shares the vision of the 'Android ecosystem' with Google. This is the background behind the analysis that OpenAI's move will lead to a head-on collision with Google.
Just as OpenAI recently integrated ChatGPT into Apple's AI system 'Apple Intelligence,' the possibility of applying its technology to Samsung Electronics' 'Galaxy AI' is being discussed. However, it is not yet clear in what form the OpenAI web browser will be provided. It is reported that, based on prototypes, search functions for media, tickets, travel, and real estate have been strengthened. Regarding these reports, Google, OpenAI, and Samsung Electronics have not yet released official statements.
The market's shift toward AI search engines signifies a transition from 'keyword' search to 'conversational' search. While conventional approaches like PC-based AI tasks such as summarizing large documents, presentations, and reports are important, the common view in the industry is that mobile is 'destined' to be the key for AI to become closer to daily life. Samsung is an attractive partner for big tech companies trying to take the lead in AI search engines, as it is the world's second-largest smartphone manufacturer after Apple and is the central force behind the 'Samsung Internet' browser, which holds third place in the browser market. While the global browser market, based on a combination of PC and mobile, follows the order of Chrome (65%)-Safari (18%)-Edge (5%), the landscape changes to Chrome (65%)-Safari (23%)-Samsung Internet (4%) when looking at smartphones alone.
Although OpenAI has made a splash with the GPT series and increased its paid subscribers, experts say that partnering with mobile manufacturers can lead to synergies, such as service improvements in the mobile environment. Hwang Seok-jin, a professor at Dongguk University's Graduate School of Information Security, explained, "At this stage, rather than conflicting with on-device AI strategies, positive effects are expected. Samsung Electronics can regain vitality, and AI companies that need mobile know-how can take a leap forward more easily through collaboration with device manufacturers."
Transition to AI Search Engines Begins, What is the Impact on the Domestic Market?
The movement toward reshaping the search market based on AI has already begun. On October 31 (local time), OpenAI officially launched its search engine, ChatGPT Search. It is integrated into existing ChatGPT; clicking the globe button below the search bar starts a search, and source links based on real-time web search results are displayed together. It is currently being provided to paid ChatGPT users and is expected to be available to general users within a few months. The service format is similar to Perplexity, a startup that opened the door to the generative AI-based search market. Perplexity, founded by engineers who were former researchers at OpenAI, provides search services based on various AI models in addition to GPT-4o. As a competitor to Google in the big tech race, it has attracted attention early on and is showing exceptionally fast growth in Silicon Valley, such as raising additional funds with a target valuation of $8 billion (approximately 11 trillion won).
Meta's plan to build its own search engine without relying on Google is also becoming tangible. The method involves integrating its own search engine into the 'Meta AI' chatbot installed in Meta's major services such as Facebook, Instagram, and WhatsApp. Microsoft entered the 10% global market share range after embedding OpenAI's GPT-4 into 'Bing' last year and released its 'Bing Generative Search' beta service last month.
The domestic search engine market was one where local companies could manage to 'defend,' but it is difficult to be optimistic about maintaining the current terrain if the market changes to an AI-based one. With Naver's market share recently declining slightly, it is not a situation to be complacent. Consequently, Naver and Kakao have also committed themselves to AI.
At the 'DAN 24' conference, Naver officially announced the launch of its 'AI Briefing' service in the first half of next year. It is a generative AI search service that combines AI-based recommendation technology with integrated search functions. It will also incorporate individual tastes and interests. Attention is focused on whether it can capture demand by linking with its key services such as maps, shopping, travel, and Knowledge iN. The company will invest 1 trillion won in the AI sector over the next six years.
Although Kakao is evaluated as lagging behind relatively, it has been focusing on AI technology and service development since establishing its dedicated AI organization 'Kanana' in the first half of this year. Both companies are currently pursuing strategies to liquidate non-core businesses and actively invest the secured funds into AI and other areas.
An industry expert said, "It could result in the dispersion of Google's power, but it will be a difficult battle due to the large gap in the scale of AI investment between big tech and domestic companies. As generative AI expands into search services, it will inevitably lead to a deterioration in the profitability of existing services. It is also a negative factor for advertising revenue and platform share."
Lee Im-bok, CEO of Second Brain Lab, pointed out, "It is important how the post-search experience changes. Companies are expected to deploy strategies considering user convenience and utility. Google will also enter a defensive war by combining Gemini with Chrome," adding, "In the next step, there seems to be a B2B strategy competition to capture companies that are conservative in AI utilization due to security concerns."