글로벌 AI 거인들의 잇따른 한국행, 그 중심에 선 ‘네이버’의 입체적 명암 > K-wave Trends

OpenAI CEO Sam Altman’s visit to Korea is a clear signal that Korea is recognized as an essential partner in the global AI supply chain. He plans to visit Samsung Electronics to discuss the future of AI utilization with in-house executives and employees, and explore ways to advance the existing ChatGPT linked service with Kakao. In particular, Naver is exploring the possibility of a new level of technological cooperation with Open AI based on its unrivaled capabilities with its own cloud and data center infrastructure. These series of visits by global leaders clearly demonstrate how important the semiconductor manufacturing capabilities and platform operation capabilities of Korean companies are for the practical implementation of the AI ​​ecosystem. As a result, Korea is no longer just a technology consuming country, but is becoming a strategic hub for designing the substantive evolution of global AI technology.

Naver's influence is not limited to the technological field, but also extends to a key source of talent for national policy design. Recently, with a large number of IT field experts taking up key government positions, such as former Naver CEO Han Seong-sook being nominated as a candidate for Prime Minister, there is an assessment that the so-called ‘Naver Division’ has emerged at the forefront of state administration. This means that, unlike in the past, people with IT backgrounds who mainly served as public relations or communication channels, they now have the practical authority to directly design and execute the huge agenda of national AI strategy and industrial innovation. This change is interpreted as an attempt to transplant the Pangyo-style innovation culture into the overall government administration, in line with the government's vision of talent that emphasizes pragmatism.

However, Naver's aggressive moves are not welcomed by everyone. Recently, when Naver attempted to exert direct influence on the logistics market by launching its ‘N Delivery’ service, strong opposition erupted from existing logistics partners. Partners claim that Naver is using customer information that it has jointly established to directly induce contracts, and that this is no different from ‘tampering’ that harms the fairness of the market. Naver's aggressive sales method, with its unprecedented support for logistics costs, may be attractive to shippers in the short term, but it is raising concerns that the existing horizontal win-win structure between platforms and logistics companies may be transformed into a vertical governance structure. This is the point where the two values ​​of expanding the services of large platform companies and protecting small business owners and partners within the ecosystem collide.

It is also important to note that behind these conflicts, win-win models coexist, such as the ‘Local Ground’ campaign in which Naver cooperates with the Busan region’s commercial districts and the ‘Gratitude Festival’ held in collaboration with Samsung Electronics. Naver supports small business owners with AI-based ordering and payment solutions, and with Samsung Electronics, it is seeking to revitalize the economy by jointly planning large-scale promotions to stimulate consumption, such as refunds for Onnuri gift certificates. In addition, we are proving the inherent value of the platform by providing new media experiences incorporating AI technology through large-scale events such as the live broadcast of the World Cup in North and Central America. These are positive examples that show how Naver's technological assets can create a virtuous cycle within the market, and at the same time, they suggest the direction of social responsibility that platform companies should pursue.