Naver is expanding its hyper-personalized recommendation service in the Naver app based on large-scale artificial intelligence (AI) technology.
Naver announced on the 31st that the new Naver app will be officially launched from the 2nd of next month. The new Naver app recommends content highly relevant to users' areas of interest across a more diverse range of content categories and provides a user experience that allows users to conveniently discover new interests.
Specifically, to enable users to move directly to the services they want, the app is organized into four tabs according to content type: ▲Shopping ▲Home ▲Content ▲Clip. A personalized content recommendation service called 'Home Feed' has been newly established at the bottom of the home screen to offer users a rich variety of content tailored to their individual tastes.
On the Naver app’s first screen, the ▲Home tab has improved convenience by allowing quick access to frequently checked information such as stock market, weather, and weather alerts, as well as frequently used services through a widget board. In the Home Feed located below the widget board, content is continuously recommended based on analysis of users’ interests derived from their activities on Naver, including subscribed channels, consumed documents, and search history. High-quality content from the Naver content ecosystem?such as Naver Blog, influencers, popular cafe posts, premium content, and Naver TV?can be accessed directly from the home screen without separate searches or moving to each service.
The ▲Content tab, located on the right side of the home screen, provides curated content by topic through various sections such as news, entertainment, and economy. This update adds health and gaming topics. The 'Health section' offers reliable health information with participation from over 100 professional channels including general hospitals, academic societies, and experts. A pedometer function has also been added, allowing users to set goals and measure their step count. The 'Gaming section' provides useful information for gamers and esports fans, including live esports matches, news, specialized creative series, game recommendations and reviews/strategies, and game release schedules. The 'Living,' 'Recipe,' and 'Yojumyeogi' sections, which were previously in the Shopping tab, have moved to the Content tab to continue providing useful everyday content. The ▲Shopping tab prominently features the personalized curation service 'FOR YOU' and plans to focus more on personalized product recommendations based on Naver’s product recommendation technology AiTEMS.
The ▲Clip tab, located at the far right, introduces Naver’s new short-form service 'Clip.' Clip recommends various short-form content such as K-pop, fashion, beauty, sports, entertainment, food, travel, and daily life according to users’ interests. Beyond the enjoyment of watching content, Clip offers differentiated convenience by linking short-form content with various services such as Naver Reservation, Shopping, and Blog. The newly added 'Popular section' allows users to browse popular content based on their interest topics and discover new interests. This year, Naver plans to focus on securing high-quality content centered on Clip creators and improving the quality of personalized content recommendations. Starting next year, creators within the Naver ecosystem, such as bloggers and influencers, will also be able to participate directly in Clip, and a creator reward program will be established to accelerate the growth of the Clip service.
The new Naver app, composed of four tabs, will be gradually rolled out from November 2 to 13 without requiring users to update separately. The Home Feed located at the bottom of the home screen will be applied sequentially from November 2 to 16, separately from the four tabs.
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