Science & Tech · AI · 1 hr ago
AI finance recommendations often differ from market share in South Korea
An analysis in South Korea tested four AI chatbots on questions about financial products from September 20 to October 2.
It compared how often brands appeared in their answers with indicators of their real market presence across 10 financial categories.
Mirae Asset Securities ranked first for pension savings and IRP, while banks—despite holding more than half of retirement pension assets—ranked lower in that category.
Naver Pay led AI mentions for simple payments, while bank and card payment services together received only 1.1% of mentions.
Results differed across insurance products too: Hyundai Marine & Fire led for child and prenatal insurance, and Samsung Fire & Marine for indemnity health insurance.
The analysis found that company-run financial content may affect which sources AI uses, while specific questions can lead chatbots to discuss product types instead of naming a company.
The findings show AI recommendations do not necessarily reflect market share, and the analysis said results can vary by the question and the chatbot.
An analysis found that AI recommendations for financial brands in South Korea often differ from their actual market shares.
AI Bigs Lab studied 276 brands across 10 financial sectors using four generative AI services.
Mirae Asset Securities ranked first for retirement savings and IRP, while Naver Pay led the easy-payment category.
Banks and card companies had a combined 1.1% share of AI mentions in easy payments, despite accounting for about 21% of average daily use.
The analysis found that financial firms’ own content may influence which brands AI services cite.
- Who
- AI Bigs Lab analyzed financial brands and recommendations from ChatGPT, Gemini, Perplexity and Claude.
- What
- The analysis found substantial differences between AI brand mentions and actual market shares in several financial sectors.
- When
- The survey ran from September 20 to October 2. The article was published October 18, 2026.
- Where
- South Korea.
- Why
- The analysis examined which financial brands generative AI services mention in response to consumer questions.
This story does not have two clearly opposing sides.
AI Bigs Lab asked the same consumer questions of four generative AI services and analyzed their Korean-language answers.
Maeil Business published the analysis of AI recommendations for financial brands.
- Brands analyzed
- 276 across 10 financial sectors
- AI services
- ChatGPT, Gemini, Perplexity and Claude
- Retirement savings and IRP leader
- Mirae Asset Securities, 59.3 points
- Easy-payment leader
- Naver Pay, 76.1 points
- Easy-payment mention share
- Banks’ and card companies’ services combined: 1.1% of AI mentions
- Actual easy-payment use
- Banks’ and card companies’ services accounted for about 21% of average daily use
What people are saying
The same financial product can have different brands appear first depending on the purpose of the question and the type of AI.
It is important for companies to manage their products’ characteristics and information so AI can understand and convey them accurately.