[Evolving AI Assistants] Google and AWS Successively Monetize 'AI Assistants'... Korean Companies Still in a 'Calm Zone'

Google, Amazon, Apple Implementing or Considering Paid Services
Domestic Market Hesitant...Lack of Killer Apps and Few Users
Industry Insider: "Premature...User Acquisition Comes First"

Moves to monetize B2C (business-to-consumer) artificial intelligence (AI) assistant services are emerging in various places. Attention is focused on whether global big tech companies will establish a growth engine.

Gemini Live YouTube Video Capture

Recently, Google launched Gemini Live, a voice AI assistant, for subscribers of ‘Gemini Advanced’ who pay a monthly subscription fee of $19.99 (26,550 KRW). Through this, users can ask questions not only by text but also by simply saying the command “Hey Google” even when their phone is not in hand. Currently, it is only available on Android devices, but Google announced through its blog that it plans to expand to iOS and other platforms.

Not only Google, but overseas companies developing AI assistant services are also considering monetization plans. Alexa is considering charging a monthly subscription fee of up to $10 by integrating generative AI into its voice AI assistant ‘Alexa.’ The existing service has been renamed ‘Classic Alexa’ and is provided for free to differentiate the offerings. Apple is also considering charging users $20 (27,000 KRW) per month for using advanced features of ‘Apple Intelligence,’ which includes AI functions. The existing AI assistant known as ‘Siri’ is also expected to evolve with AI. According to foreign media reports, OpenAI, the developer of ChatGPT, is discussing charging up to $2,000 (2.68 million KRW) per month for its latest AI model subscription.

Jo Daegun, an adjunct professor at Sogang University Graduate School of Public Policy, said, “Just like YouTube, all platform service patterns are similar,” adding, “If there is a clear quality difference between free and paid services, people who experience it will inevitably remain paid users.”

Although the monetization movement for AI assistants is appearing on a global scale, it is quiet in Korea. This is because there are no killer apps or functions that differentiate from overseas AI assistants, and domestic user adoption of AI is not high. According to a survey on AI chatbot usage by the Korea Information Society Development Institute, among 9,757 respondents, 13.4% used AI chatbots, and 5.7% used paid products. AI chatbots are AI services that B2C users can easily access and are used for information search or entertainment and companionship purposes.

[Image source=Yonhap News]

SK Telecom President Yoo Sang-young is also considering these points. Regarding his company’s service ‘A.Dot,’ he stated, “We will have to monetize it someday, but it is risky when the base has not expanded,” and added, “We are considering the timing and content.” Naver, which launched the ‘ClovaX’ service, is focusing more on enhancing features than monetization. Since it currently provides free search functions on its portal site, it seems that monetizing just because AI has been integrated is not considered a strategic fit. Kakao also announced plans to launch a conversational platform B2C AI service app, but specific details such as monetization models have not been disclosed.

Lee Sung-yeop, a professor at Korea University Graduate School of Technology Management, said, “AI assistant usage has not yet settled,” and emphasized, “It is important to present useful content.” He advised, “As with existing platform services, monetization attempts can be made after the service spreads widely and becomes indispensable.”