KakaoTalk, the leading messenger application in South Korea, embarks on a significant transformation by integrating OpenAI’s renowned ChatGPT. This move comes as part of a strategic endeavor to evolve KakaoTalk into a more dynamic and AI-driven multifunctional super app. Starting in October, users will find a dedicated ChatGPT tab right within the chat interface, bypassing the need for additional downloads and offering seamless access to various Kakao services like reservations, gifting, and Melon's music streaming.
Kakao's Strategic AI Transformation
Chung Shin-a, the CEO of Kakao, emphasized that this integration embeds globally recognized AI capabilities into a platform that is deeply woven into the daily lives of nearly all Koreans. Complementing this view, Oliver Jay, OpenAI's international managing director, noted the potential for this collaboration to permeate across Kakao’s extensive platform ecosystem.
The inclusion of ChatGPT within the app reflects Kakao’s broader ambition to leverage AI to automate services, increase user engagement, and uncover new revenue streams - all while retaining users within the ecosystem. While the app boasts an impressive 49.1 million monthly active users as of Q2 2025, there is a noted decline in engagement levels with a drop in average monthly time spent on the app.
Challenges and Competitor Movements
The challenge Kakao faces is multi-faceted. As AI features are gaining traction, with competitors like Line in Japan and Tencent in China introducing similar innovations, Kakao intends to place AI at the center of its strategy. This includes aiming to unify its shopping, payments, and gaming avenues under a singular intelligent assistant, potentially setting the stage for a new user experience.
Nevertheless, there are industry concerns. Analyst feedback suggests there's a risk that Kakao’s older core demographic might find the AI-driven changes alienating. Furthermore, simply embedding ChatGPT might not be enough to reinvigorate engagement levels. To successfully attract broader traffic, Kakao will need to ensure that the AI experiences offered are not only innovative but also resonate with their user base.
In this dynamic landscape, the integration of ChatGPT into KakaoTalk is a bold step forward. By positioning AI at the forefront, Kakao is not just enhancing its app's functionality but setting a benchmark for future strategies in the messaging app domain.
