'The End of Search' Never Came: 5 Implications of the 4.7x Surge in ChatGPT–Naver Cross-Users for Korea's AI Search Market Reshaping
According to an exclusive report by the Dong-A Ilbo on March 5, the number of 'cross-users' simultaneously using both Naver and ChatGPT surged 4.7x (367%) year-over-year as of January 2026, with 95.3% of ChatGPT users also using Google. Generative AI and traditional search engines are not replacing each other but co-existing as 'complements,' rapidly reshaping Korea's search market.
Why you should read this now: The 'end of search' narrative — that ChatGPT would kill Naver — was wrong. Instead, the number of people using both has grown 4.7x. How exactly is our search behavior changing?
TL;DR
- Naver + ChatGPT cross-users surged 4.7x (367%) year-over-year as of January 2026 (Igaworks MobileIndex)
- 95.3% of ChatGPT users also use Google (Similarweb, as of August 2025)
- Generative AI is not replacing traditional search — it's becoming a 'complement'
- Korea's ChatGPT user growth rate (355%) nearly matches cross-user growth rate (367%) → Most new AI users are keeping their existing search habits
- Portals are striking back: Daum's real-time search revival, Naver's AI search reinforcement, and more
The Facts: What Happened
According to data exclusively reported by the Dong-A Ilbo on March 5, analysis by data-tech firm Igaworks' MobileIndex found that the number of 'cross-users' using both Naver and ChatGPT as of January 2026 rose 4.7x (367%) year-over-year. This figure nearly matches the domestic ChatGPT user growth rate of 355% over the same period.
In other words, most people who started using ChatGPT did not stop using Naver — they are using both platforms together.
Global data points in the same direction. According to digital analytics firm Similarweb, as of August 2025, 95.3% of ChatGPT users also visited Google, while only 14.3% of Google users used ChatGPT.
Why It's Trending: The Drivers of Attention
This data is drawing attention because it directly contradicts the 'Search is Dead' narrative that dominated the AI industry for the past two to three years.
| Dimension | Traditional Search Engine Strengths | Generative AI Strengths |
|---|---|---|
| Recency | Real-time news & price updates | Slow to update |
| Reliability | Source links provided | Hallucination risk |
| Complex Summarization | Weak on complex questions | Excellent at summarizing, comparing & reasoning |
| Local Information | Local content via blogs & cafes | Lacks local information |
Users are cross-utilizing these strengths based on their purpose. For example, they might ask ChatGPT for a 2-night, 3-day Tokyo itinerary, then cross-check the recommended restaurants' latest reviews on Naver Blog.
Context & Background: Portal Crisis and Counterattack
The Portal Crisis
ChatGPT's domestic monthly active users (MAU) surged over 300% in just five months, from 5.09 million in March 2025 to 21.62 million in November. Naver's search share holds around 60%, but the exodus among the AI-native 10s and 20s generation is unmistakable.
The Portal Counterattack
- Daum: Revived 'Real-Time Trends' (real-time search) after 6 years (beta launched March 3, 2026), introduced an AI-abuse blocking system
- Naver: HyperCLOVA X-based AI search, announced 'Shopping AI Agent' launch for spring 2026, quarterly revenue surpassed ₩3 trillion for the first time (Q3 2025)
- Google: Expanded AI Overviews to Korean-language service
Outlook: How Long Will This Last?
Short-term (6 months): The cross-usage trend is expected to intensify further. With ChatGPT usage surpassing 54%, the pattern of co-existence rather than full replacement of Naver is likely to solidify.
Medium-term (1–2 years): As portals internalize AI, the question shifts from 'where you search' to 'which AI answers.' If Naver and Kakao strengthen their own AI search, cross-usage rates may decline as traffic shifts within AI ecosystems.
Risks: If ChatGPT's hallucination problem remains unresolved, structural demand for search engines as fact-verification tools will persist. Conversely, if AI's real-time information access improves, portal market share could decline rapidly.
5 Key Implications
- The 'end of search' narrative was wrong — Generative AI adoption is not killing traditional search; instead, it's acting as a 'complement' that expands the overall information-seeking pie.
- A turning point for platform strategy — Portals should not treat AI as an enemy, but reposition themselves as a 'trust-verification layer' within the AI ecosystem.
- Structural shift in the ad market — As cross-users grow, clicks become fragmented. Downward pressure on search ad pricing and CTR (click-through rates) is inevitable.
- The timing of Daum's real-time search revival — Daum's strategy of reviving 'real-time trends' in the AI era is a move to capture 'what's trending in Korea right now' — precisely the territory where ChatGPT struggles.
- An opportunity for media & publishing — As the habit of drafting with ChatGPT then cross-verifying via Naver Blog and news spreads, the value of trustworthy original content actually rises.
Reference Links
- Dong-A Ilbo Exclusive — "Ask ChatGPT, confirm on Naver" — cross-users up 79% in a year (2026.3.5)
- Dong-A Ilbo Exclusive — Travel plans on ChatGPT, restaurants on Naver… 'cross-usage' up 4x (2026.3.5)
- Chosun Ilbo — The 'zero-click' AI era... Daum's gamble in crisis (2026.3.5)
- Newneek — Daum real-time search restarts — can it stop manipulation this time? (2026.3.5)
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