Kakao bets on AI to transform messenger into all-in-one super app
Kakao is bringing OpenAI’s generative AI chatbot ChatGPT directly into KakaoTalk, its flagship messenger application, in a move that marks one of the most significant upgrades in the app’s history.
The integration, unveiled Tuesday, is part of Kakao’s broader push to turn KakaoTalk into a multifunctional "super app" powered by AI.
“Starting in October, ChatGPT will be accessible within the KakaoTalk chat tab. This marks a pivotal moment in embedding globally recognized AI capabilities into a platform that is deeply integrated into the daily lives of nearly every Korean," CEO Chung Shin-a said at the company’s annual developers conference, "If(kakao) 2025,” held in Yongin, Gyeonggi Province.
The integration will allow users to access ChatGPT without the need for a separate app download, with a dedicated tab within KakaoTalk offering direct access. This setup also enables users to engage with a range of Kakao ecosystem services -- including reservations, gifting and music streaming via Melon -- all within the flow of conversation.
“By bringing ChatGPT into KakaoTalk, an app that nearly all Koreans use every day, we are embedding world-class AI into the lives of people across the nation. It’s because Kakao's services extend far beyond messaging. … Together we can combine global technology with local leadership to create experiences that are natural, useful and trusted,” Oliver Jay, international managing director at OpenAI, said at the event.
“This is just the beginning. We look forward to expanding this collaboration, exploring new integrations across Kakao’s platforms and continuing to support the AI journey of Korea and Kakao on behalf of OpenAI,” he added.
Kakao’s AI push forms part of a wider overhaul of its digital strategy to evolve KakaoTalk into a multifunctional platform that harnesses AI agents to automate services, boost user engagement, and create new monetization opportunities -- all without requiring users to leave the app or install additional services.
Despite boasting some 49.1 million monthly active users in the second quarter -- equivalent to nearly the entire Korean population -- KakaoTalk has seen signs of waning engagement. According to Mobile Index data, the average monthly time spent per user dropped to 674 minutes as of August, down 16 percent from 800 minutes in July 2021.
“KakaoTalk still enjoys its reputation as Korea’s national app, but its dominance is no longer unchallenged,” said an industry insider who requested anonymity. “YouTube surpassed KakaoTalk in monthly active users last year, and Instagram overtook it in average usage time per user in 2023. Kakao needed a game-changing innovation.”
The integration of generative AI is seen as a key differentiator. AI agents can deliver personalized experiences and targeted advertisements without requiring users to click, scroll or download additional content -- offering convenience while enabling Kakao to gather valuable behavioral data and strengthen its position in the global AI race.
Kakao is not alone in its efforts to reinvent messaging through AI. Japan’s Line is developing AI agents to facilitate travel bookings and financial transactions, while China’s Tencent has integrated its in-house Hunyuan AI model into WeChat to automate over 700 services.
However, Kakao aims to take the transformation a step further by placing AI at the core of its platform strategy. The company envisions a future where everyday services -- from shopping and payments to gaming -- are unified under an intelligent assistant framework.
Still, the plan is not without risks. Industry watchers caution that shifting digital habits across generations could complicate the rollout.
“The core user base of KakaoTalk today consists largely of those in their 40s and 50s,” said another industry source. “Younger users have increasingly gravitated toward platforms like Instagram and TikTok. Major interface changes driven by AI might alienate older users unfamiliar with such shifts.”
Lee Jun-ho, an analyst at Hana Securities, also noted that the integration of ChatGPT alone may not reverse the platform’s engagement trends.
“Embedding ChatGPT into a platform already deemed essential by users is unlikely to meaningfully boost usage. To capture broader, purpose-agnostic traffic, Kakao must deliver AI experiences that go beyond messaging and feel genuinely innovative,” he said.
yeeun@heraldcorp.com
