Chaeryeong from K-pop group ITZY using Gemini 2.0 in Google's recent "Gemini Kitchen" campaign. / Google

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Google’s generative artificial intelligence (AI) chatbot Gemini is struggling to gain ground in South Korea, falling behind OpenAI’s ChatGPT. With less than 1% of ChatGPT’s user base, Google is ramping up marketing efforts to boost Gemini’s profile, including campaigns featuring popular K-pop idols.

Gemini had 6,385 monthly active users (MAUs) in Korea last month, according to big data analytics firm MobileIndex on Dec. 13. While Gemini’s user base nearly doubled from October’s 3,637, it dropped significantly compared to August’s 8,826. In stark contrast, OpenAI’s ChatGPT recorded 2.57 million MAUs last month, maintaining the market leader position in Korea for ten consecutive months since February.

Google, a relative newcomer to the generative AI market, is focusing on enhancing Gemini’s features. On Nov. 11, the tech giant introduced Gemini 2.0, the latest AI model with upgraded multimodal capabilities that allow it to process text, images, and videos simultaneously.

These advancements are designed to make Gemini more versatile and competitive. Google plans to upgrade its search and Google Assistant services by integrating AI into productivity tools like Google Workspace.

“Advances in multimodality and native tool use will enable us to build new AI agents that bring us closer to our vision of a universal assistant,” said Google CEO Sundar Pichai.

However, whether these improvements will yield noticeable results remains uncertain. OpenAI is also stepping up its game, unveiling new features such as “Sora,” a video-generating AI model, and “Canvas,” a collaboration tool, as part of its year-end updates. Its premium offering, ChatGPT Pro, priced at $200 per month, supports advanced features like high-resolution video creation, large-scale text analysis, and automated coding.

A significant challenge for Gemini in Korea is its low brand awareness compared to ChatGPT. To bolster Gemini’s presence in the country, Google Korea launched a YouTube campaign titled “Gemini Kitchen” on Dec. 11.

The ad features K-pop idols Key from SHINee, Chaeryeong from ITZY, and Changsub from BtoB, showcasing how Gemini can assist with real-life tasks like finding recipes and preparing for a holiday party. The approachable and entertaining format highlights the practical applications of Gemini’s AI and reflects Google’s strategy to connect with Korean users.

[Lee Kyung Tak]

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