Introduction of AI Search Solution "Genser"
Helps Consumers Find the Most Suitable Products
Platier, a company specializing in artificial intelligence (AI) transformation, is enhancing the shopping experience on Celltrion’s comprehensive online mall by providing a natural language-based AI search solution.
On September 16, Platier announced that it has supplied its generative AI search solution, Genser, to Celltrion Mall. Celltrion Mall is a comprehensive online shopping platform where Celltrion sells its own beauty and health supplement brands developed using advanced biotechnology.
Previously, customers on Celltrion Mall had to enter keywords themselves to find the products they wanted. However, if they did not know the exact product name or searched using complex and lengthy phrases such as "eye cream for improving wrinkles around the eyes," the search results would only list products matching the keywords, making it difficult to accurately find the desired item. Customers experienced inconvenience by having to check multiple products individually, which made it hard to enjoy a satisfying shopping experience.
To address these issues and enable customers to find their desired products more easily and conveniently, Celltrion Mall decided to introduce a natural language search feature.
Genser goes beyond simple keyword matching by multilayered analysis of customers’ complex queries to uncover their true intent. For example, when a customer searches for "beach dress," Genser expands the query to related concepts such as "resort," "summer," and "cool fabrics," and suggests the most suitable products accordingly.
Since implementing Genser, Celltrion Mall has observed a positive signal in the form of increased click-through rates on search results.
Currently, Genser provides search services to logged-in members. In the future, it plans to offer personalized search results in real time by remembering individual preferences based on customer profiles, behavior, and search history. Furthermore, the service will evolve so that an AI agent can directly handle specific requests such as "shopping for ingredients for soybean paste stew for dinner tonight," assisting with the entire shopping process from product search and adding items to the cart, to suggesting alternative products.
Yoo Minsu, Head of Business at Platier, stated, "Going forward, Genser will provide hyper-personalized shopping experiences based on customer behavior data, evolve into a service that supports the entire shopping journey, maximize customer satisfaction, and create new business value."
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