Naver Unveils AI Search-Powered 'Integrated Agent,' Targets 20% Briefing Expansion by Year-End

Naver is rewriting the landscape of search in the era of generative AI. It announced its vision to ultimately implement an 'integrated AI agent' by combining its existing powerful search infrastructure and vertical services, promising users a seamless and differentiated AI search experience. Kim Sang-bum, Naver's Search Platform Leader, cited Naver's unique search infrastructure, built over 27 years, and its vast data specialized for Korean users as its greatest strengths. He emphasized that core vertical services such as UGC (User Generated Content) like blogs, cafes, and Knowledge iN, along with shopping, maps, and Pay, will play a decisive role in securing Naver's unique differentiation in the AI search market. Naver is also solidifying its technological foundation by building a diverse lineup of search LLMs optimized for various tasks, including query analysis, summarization, and document analysis. The change has already begun. 'AI Briefing,' introduced in integrated search, has seen its exposure approximately triple compared to its initial launch, gaining enthusiastic user response with a 50% click-through rate for the 'See More' button and a 3.4 times increase in related question click-through rates compared to existing recommendation areas. Naver plans to increase AI Briefing exposure to 20% within the year and will sequentially introduce specialized briefings on specific topics like finance and healthcare, as well as forms combining multilingual and multimedia elements, such as translation/summarization of overseas documents and key summarization of long videos. A more advanced 'AI Tab' is planned to emerge next year. This will go beyond simple information provision, deeply understanding user context through continuous conversation, and will become a core function of the integrated agent, supporting one-stop services from recommending Jeju Island travel destinations to optimal route guidance on Naver Map, and even final actions like actual booking, purchasing, and payment. Coexistence with creators is also a crucial pillar. Through the 'AI Highlight Project,' Naver plans to emphasize creator content cited in AI briefings to drive traffic, introduce sources optimized for AI search, and design a user experience (UX) that supports direct communication, such as cafe subscriptions or paid subscriptions. Leader Kim Jae-yeop mentioned that Naver has firmly maintained its position in the search market with deep insights into domestic users and its unique integrated search model, expressing strong confidence that it will usher in a new era of integrated agents in the AI search era through the specialization of vertical agents and a seamless search flow. Naver is thus seeking to evolve search, based on AI technology, from simple information retrieval into an intelligent partner that encompasses all aspects of life.