Store Adopting HyperClova-Based Marketing Solution Sees 7x Increase
The number of sellers using Naver's hyper-large artificial intelligence (AI) HyperCLOVA-based marketing solutions has significantly increased. In particular, the solution where AI automatically sends messages to target customers has been shown to improve marketing effectiveness by about 30%.
According to Naver on the 4th, the number of Naver Smart Store merchants using 'CLOVA Live Chat' and 'CLOVA Message Marketing' has increased sevenfold in one and a half years since the solutions were launched. Especially, adopting message marketing has also led to increased marketing effectiveness.
Live Chat and Message Marketing were launched in January 2022. Live Chat is a service where AI analyzes customer inquiries and recommends frequently asked questions. For repetitive questions, AI automatically responds 24/7. It answers general shopping-related questions such as delivery, returns, and exchanges, as well as questions about the products being sold. For example, in a shoe store, it might recommend questions like 'How high are the heels?' or 'What sizes are available?'
Message Marketing is a solution where AI selects target customers and automatically informs them of store news and benefits. The rate at which AI-targeted customers read messages increased by 44% compared to before, and the click-through rate on product information or stores within the messages increased by 31%. When using the function to find effective messages, these rates increased by 26% and 30%, respectively. The effective message function selects two messages generated by AI, sends them, analyzes their effectiveness in real time, and then sends the message with better performance.
Naver is utilizing generative AI in various sales solutions. Last month, they introduced and are testing 'AI Q-Sheet Helper,' which drafts scripts for live shopping. This solution analyzes product information and purchase reviews to create a 30-minute script draft within one minute. It can also incorporate the speaking style of professional show hosts or influencers. This was launched to support the increasing number of sellers who want to sell products through live shopping.
They also support development tools to enable the creation of marketing tools using AI. Advertising companies HS Ad and Kearney Korea have started developing generative AI marketing solutions through Naver's 'CLOVA Studio.' CLOVA Studio is a tool that allows the use of the HyperCLOVA language model via the cloud. HS Ad plans to utilize AI to generate marketing phrases considering customer and product characteristics. Their goal is to improve productivity in the marketing field through this.
Marketing is one of the fastest areas where generative AI is penetrating. This is because AI can create product promotional phrases or videos on behalf of humans, resulting in significant cost savings. Since marketing effectiveness can be increased at a low cost, interest is growing not only among large corporations but also among small and medium-sized businesses. An industry insider said, "To continuously upload advertising content and communicate with consumers, the production period must be short and cost efficiency high," adding, "AI lowers this barrier, leading to more places wanting to utilize it."
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