TLDR: Google’s generative AI, Gemini, is making significant global strides, challenging OpenAI’s ChatGPT in the enterprise sector and even engaging Apple for Siri integration. However, its presence in South Korea remains minimal, with low user awareness and a significantly smaller user base compared to local and international competitors, prompting Google Korea to intensify marketing efforts.
Google’s generative artificial intelligence (AI) model, Gemini, is rapidly expanding its global footprint, positioning itself as a formidable competitor to OpenAI’s ChatGPT in the enterprise (B2B) market. Leveraging its advanced reasoning capabilities and multimodal performance, Gemini is being explored for diverse applications, from identifying the causes of antibiotic resistance to potential integration with Apple’s Siri for future upgrades. This reported discussion with Apple is particularly noteworthy, given Apple’s historical preference for in-house development. As of April, Gemini’s global monthly active users (MAU) had already surpassed 350 million, underscoring its growing international acceptance.
However, Gemini’s performance in the South Korean market presents a stark contrast to its global success. In Korea, the AI model suffers from low recognition and a significantly smaller user base compared to both international and domestic rivals. According to data from app analytics firm Mobile Index, Gemini’s domestic MAU last month (presumably August 2025) stood at a mere 88,715.
Awareness levels further highlight this disparity. A survey conducted in early September by Embrain Trend Monitor, involving 1,000 men and women aged 15 to 64 across South Korea, revealed that awareness of generative AI services was highest for ChatGPT (97.0%), followed by local service Wrtn (68.4%), DeepSeek (61.0%), and then Gemini (56.7%). Notably, Wrtn recorded higher awareness than Gemini across all age groups. While willingness to use was high for both ChatGPT (88.5%) and Gemini (80.3%), the survey clearly indicated a significant gap in brand presence.
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To address this lag and cultivate a future customer base, Google Korea is implementing strategic initiatives. The company is currently offering the Gemini Pro plan, valued at 29,000 won per month, free for one year to college students in Korea. An AI industry official commented on the competitive landscape, stating, ‘Even though Gemini is a latecomer, it is regarded as better than GPT in complex data analysis and reasoning.’ However, the official also cautioned, ‘However, since there is no overwhelming performance gap, the AI that is more familiar to the public and has stronger brand trust will ultimately have the advantage in the B2B market as well.’ In response to these challenges, Google Korea is intensifying its domestic advertising and marketing efforts to boost Gemini’s recognition and adoption.
