Google, which had been slowing down in the enterprise artificial intelligence (AI) market, is accelerating its market strategy by putting forward 'Full-Stack AI' encompassing semiconductors, cloud, and AI models. Unlike competitors such as OpenAI and Anthropic, Google emphasized that management is possible at each layer, enabling a long-term return on investment (ROI).
Google Korea held the 'Google AI for Business Press Conference' at the Shilla Hotel in Seoul on the 14th, introducing cases of its customers Samsung Electronics and CJ Olive Young, and cited 'Full-Stack AI' capability as the background for the customers choosing Google.
Ruth Sun, Google Cloud Korea country manager, explained, “Samsung Electronics is taking initiative in solving problems by utilizing Gemini Enterprise as a gateway to safely access in-house data and as an instant knowledge accessibility tool,” and “It is preparing data and infrastructure to autonomously build complex enterprise workflows and build multi-agents in the future.”
Sun continued, “CJ Olive Young integrated Gemini Enterprise into its retail operations and AI-first corporate culture,” and “The MD team, consisting of non-developers, directly built a customized marketing AI that analyzes market data, and store employees are opening a new horizon of operational efficiency, such as managing store inventory in real time through text, image, and voice inputs.”
Sun mentioned, “Samsung Electronics and CJ Olive Young considered performance, security, and return on investment (ROI) all together regarding the introduction of Gemini Enterprise,” and emphasized, “In particular, we discussed a lot about being able to generate a long-term ROI based on Full-Stack AI, which optimizes security for each layer and efficiently accesses internal data.”
This is interpreted as Google, which has recently been evaluated as falling behind in the enterprise AI market, aiming for a turnaround with Full-Stack AI. According to Menlo Ventures, a Silicon Valley venture capital (VC) firm in the United States, Anthropic ranked first in the enterprise AI application programming interface (API) market with a 40% share as of the end of last year. Google's market share stood at 21%, finishing third behind Anthropic and OpenAI (27%).
At the event on this day, Yoon Goo, Google Korea country manager, emphasized that Google AI can achieve business results as well as corporate operational innovation.
Yoon explained, “Companies are utilizing Google Cloud to refine their unique in-house data and strengthening organizational capabilities with Gemini Enterprise,” and “A domestic gaming company pondering the introduction of AI into marketing saw its company's total mobile game revenue grow by 325% just a month and a half after applying Google's AI solution.”
Yoon also presented ways to innovate brand marketing using AI. Yoon noted a survey result showing that 76% of Korean consumers use AI search first when getting ideas for new products or services.
Yoon analyzed, “While it is true that AI Overviews shortened the exploration phase, the role of marketing will rather become more important as a huge gap exists until the purchase decision.”
Yoon subsequently advised, “Because consumers who utilize AI encounter a large amount of information, a strategy that intentionally lowers the return on ad spend (ROAS) to the break-even point while maximizing volume to reach as many customers as possible can be more effective.”
