[Edaily Reporter Lee So-Hyun ] As generative artificial intelligence (AI) rapidly emerges as a key pillar of information discovery, the “search economy”—a cornerstone that has underpinned the internet industry since the late 1990s—is being shaken. With more users asking questions directly to ChatGPT, Claude, Gemini, and other AI tools instead of using portal search bars, the industry is entering a period of upheaval, from the search advertising market to e-commerce and content distribution.

According to the IT industry on the 12th, Google, which is strengthening its AI search capabilities, has surpassed Naver in the number of domestic mobile app users for the first time. In July, the estimated monthly active users (MAU) for the Google app (Mobile Index) stood at 47,022,854, surpassing the Naver app (46,845,017) by 177,837 users. Based on Mobile Index statistics, this marks the first time Google’s user count has surpassed Naver’s.

Experts analyze that the convenience offered by generative AI is changing the way users search for information. Kim Kyung-oe, a professor in the Department of Convergence Humanities and Social Sciences at Yonsei University, said, “The convenience consumers feel when generative AI is integrated into search engines is immense,” adding, “In my experience, choosing a service that best summarizes a field I’m not familiar with has become a key criterion.”

This shift is also evident in shopping. According to Adobe, traffic driven by generative AI to U.S. retail sites in the first quarter of this year increased by 393% compared to the same period last year. As of March, the purchase conversion rate for consumers referred via AI was 42% higher than that of traditional referral channels. In essence, AI is beginning to establish itself as a new starting point for shopping—moving beyond simple information searches to help users discover and compare products.

Companies’ marketing strategies are also expanding from search engine optimization (SEO) to AI exposure optimization. U.S. retailers such as Walmart, Ulta Beauty, and Wayfair are tweaking their webpages to ensure their products are prominently featured in product recommendations from ChatGPT and Gemini. Revenue per visit from visitors arriving via AI was found to be 41% higher than that from traditional channels.

Text-based content providers, such as blogs and newspapers, are taking a direct hit. According to a report released last January by the Reuters Institute for the Study of Journalism at the University of Oxford, traffic from search engines is expected to decline by an average of 43% over the next three years.