Naver to Integrate AI Technology in Search, Shopping, and Key Services

Posted by By Dan Taylor 3 Min Read

South Korean tech leader Naver announced plans to integrate its in-house AI technology across its core services, including its search and shopping platforms. The initiative, part of Naver’s new “On-Service AI” strategy, was introduced at the company’s annual DAN24 tech conference in Seoul.

HyperCLOVA X to Power AI Search Enhancements

Naver will integrate its hyperscale AI model, HyperCLOVA X, into its search engine, aiming to deliver more personalized and accurate answers for user queries. This update will also include a new feature called AI Briefing, set to launch in the first half of next year, which will provide AI-generated summaries and sourced information to ensure the credibility of answers.

The AI Briefing service will initially be available in Korean, English, and Japanese, reflecting Naver’s focus on both domestic and international users. CEO Choi Soo-yeon noted that Naver has been testing various generative AI tools over the past year and is now ready to move towards full commercialization.

“We are committed to breaking down the boundaries dividing the online and the offline and providing AI services that genuinely make people’s daily lives more convenient,” said Choi.

AI-Powered Shopping Application to Launch Next Year

In addition to enhancing search, Naver will release a new AI-driven shopping app, the Naver Plus Store, in the first half of 2024. This app will feature an AI-powered shopping navigation tool that assists users in finding products, promotions, and benefits tailored to their personal preferences. The goal is to streamline the shopping experience by helping users discover relevant items and special offers quickly and efficiently.

Expanding AI Across Services for Greater User Convenience

Naver’s On-Service AI strategy represents a broader push to integrate artificial intelligence across the company’s services, focusing on personalization and convenience for users. This initiative aligns with Naver’s vision to connect the online and offline worlds, making AI a seamless part of everyday life.

With these AI integrations, Naver is positioning itself as a key player in the AI-driven tech landscape, aiming to enhance user experiences and solidify its competitive edge in Korea and beyond.

Dan Taylor
View More Posts
Dan Taylor is the founder and editor of International Search Insights (ISI), the publication behind ReadIsi, and a Partner and Head of Innovation (Search & AI) at SALT.agency. He has worked in search for more than a decade, in-house and agency-side, and is regarded as one of the West’s leading voices on search engines beyond Google, including Yandex, Baidu, Naver and Cốc Cốc. On ReadIsi, Dan covers the engines and AI answer platforms that English-language coverage tends to miss: Baidu and ERNIE, Yandex and Alice AI, Naver, Cốc Cốc, Shenma, Sogou, WeChat and Weibo search, plus DeepSeek and Alibaba’s Qwen. He also keeps dated records of documented changes, such as the Yandex, Baidu and Naver algorithm update histories and the DeepSeek, ERNIE and Qwen model update histories. His approach is to take learnings from global search engines and apply logic with a high evidence threshold. A claim needs a source, patterns seen in one market are treated as a hypothesis until they are checked in another, and where the evidence is thin he says so. For brands, that means advice built on what can be shown, with measurement that separates being cited from being chosen. Dan is credited with coining the term “edge SEO” and won the inaugural TechSEO Boost research competition in 2018 for his work on CDN and edge changes for SEO. In 2026 he was credited with coining “Infinite Tail” to describe how keyword research is changing with AI search. He is the author of AI Search Marketing For The Travel Sector, writes for Search Engine Journal, Search Engine Land and Travel Marketing Guy, and has advised technology, SaaS, travel and enterprise ecommerce brands, including Cloudflare, GitLab and Airbnb. He has given multiple talks and panels at the International Search Summit in Barcelona, and has also spoken at Optimization Moscow, brightonSEO, Google Search Central Live Deep Dive Asia in Bangkok, Athens SEO and the Asia SEO Virtual Summit 2026, where his talk looked at how Baidu, Naver, DeepSeek, Tencent, Cốc Cốc and Yandex built their own AI answers.
Founder & Editor