Hybrid search is challenging the idea that consumers must choose between AI and a portal. The number of people using both ChatGPT and Naver reached 15.08 million in July 2026, 5.6 times the January 2025 level. The data also indicates that 91.6% of ChatGPT users use Naver.
People use AI to summarize complex questions and organize options, then move to a portal for recent reviews and on-the-ground information. Generative AI is convenient for conversational and scenario-based queries, while portals retain value for freshness, local context and lived experience.
Naver responded with an AI tab that exceeded 10 million monthly active users shortly after launch. The product treats search results and generated answers as connected parts of one journey instead of mutually exclusive destinations.
An AI citation may not create purchase confidence if current information is missing from the portal. A large volume of reviews may also fail to create initial consideration if AI systems cannot understand the core facts. Naver's AI Tab, Explained — How It Differs From Google AI Mode and What Brands Should Do provides more context on the product structure.
Maintain structured facts such as prices, specifications and policies on official pages, while keeping current cases, reviews and local details visible in portal ecosystems. Measurement should connect AI visibility, branded searches, review views and conversion. Hybrid search optimization is less about winning one channel than keeping information consistent across them.
It is the use of generative AI and traditional portal search within one journey, dividing tasks such as summarization, comparison and review verification.
Keep verifiable facts structured on official sites and publish current cases, reviews and local information where portal users can find them.
To apply what you just read to your own site, start with a free audit of where things are now.
A strategist replies within 24 hours on business days.
Reddit Ads Manager is adding a campaign planner that forecasts reach and cost, a 0–100% optimization score and automatic budget shifting. Advertisers scoring 80%+ saw 19.6% lower blended CPA.
Snap hired Robert Downey Jr. as Chief Customer Experience Officer for Specs. His first project: original episodes showing the $2,195 AR glasses at work, golf, TV and art, plus an NBA opener spot.
YouTube creators can now tag AliExpress products through the YouTube Shopping affiliate program. After launching in South Korea in March, the partnership expands to the U.S., Brazil, the U.K. and Germany.