Naver Search Gets Smarter with AI... Shows Personalized Results with 'AirSearch'

-Analyzing Different Search Intents with AI to Provide Search Results
-Unified Search Evolves into 'AirSearch' Centered on SmartBlock
-"Will Provide a Differentiated Exploration Experience"

Sangbeom Kim, Lead Manager of Naver Search CIC (left), and Jaehos Choi, Lead Manager, unveiled 'Air Search' through an online press conference on the 28th.

Naver is applying artificial intelligence (AI) recommendation technology to its search function. In particular, it analyzes search intent to produce more accurate and diverse search results. The strategy is to solidify Naver's unique position by providing differentiated experiences through AI in competition with global big tech companies such as Google.

Analyzing Search Intent with AI

On the 28th, Naver held an online press briefing to unveil its new search, ‘AiRSearch’. AiRSearch is Naver’s AI search brand that encompasses AI recommendation technology and search. Kim Sang-beom, Naver Search CIC Chief Leader, emphasized, "AiRSearch will be the beginning of a major change representing Naver’s new search, as significant as ‘Integrated Search’, which was the most distinctive feature of Naver Search." He added, "Searches based on AiRSearch will not only provide more information faster to users looking for answers but also offer customized results for searches with diverse intents."

Recently, the trend in search has expanded from simply finding answers to discovering interests and exploring. This is because even with the same keyword, search intents vary. For example, users searching for ‘Croffle calories’ or ‘early symptoms of appendicitis’ are looking for a single answer, whereas keywords like ‘sea fishing’ or ‘camping’ have various search intents depending on the user. According to Naver, exploratory queries account for 65% of searches, and the diversity of user search intents has increased by about 10% annually over the past two years.

Gradually Increasing Smart Blocks

In AiRSearch-based search, results are no longer uniformly provided to everyone but reflect trends and individual interests. Customized results are offered in various forms such as ‘Smart Block creation’ and ‘Smart Block ranking’. Each stage incorporates Naver’s AI technology. Previously, Naver Search provided structured results like images, videos, shopping, and Knowledge iN. With AiRSearch, when searching for ‘camping’, users can see topic-specific Smart Blocks such as camping essentials lists, beginner camping, and camping equipment according to their gender and age.

Chief Leader Kim explained, "Through Smart Blocks, users no longer need to enter multiple search terms to find desired results; even vague keywords allow them to quickly discover content or grasp various trends in a specific field at a glance." The content has also become more diverse. The types of content consumed per keyword have increased by more than 38% compared to before, connecting more creators and content with users.

Smart Blocks are currently applied to some keywords in hobbies, interior design, recipes, and gardening. Naver plans to expand this to topics such as shopping and local services, gradually increasing the share to about 10-15% of search results within the year. Beyond personalization by gender and age, responsive search that also considers user feedback will be added. Choi Jae-ho, Search CIC Chief Leader, said, "Naver Search has survived competition with global big tech, and unlike overseas, Korean users can choose and use various search services. Just as Naver has earned users’ choice through Integrated Search, we will continue this trend with AiRSearch to provide even newer search experiences."

Naver Growing AI

Naver, which is investing heavily in AI research and development, has recently differentiated itself by integrating AI into various services beyond shopping and content recommendations. Naver sees AI as a core competitive advantage of its platform. About 25% of Naver’s revenue is invested in research and development (R&D), with a significant portion dedicated to AI.

Naver applies ‘AiTEMS’, where AI recommends products considering gender, age, and behavior in shopping. It also applies the ‘AiRSPACE’ engine, where AI learns vast location data to recommend restaurants, places, cafes, and more across various services. Recently, it launched ‘Webtoon AI Painter’, a service where AI automatically colors webtoons.

Chief Leader Kim said about the reason Naver has survived competition with global big tech companies like Google, "The driving force that makes Korean users use Naver is that we thoroughly prepared by anticipating users’ needs one step ahead." He added, "Naver has made great efforts to become a place where nothing is missing."