Naver Unveils Unified AI Search Agent to Streamline User Experience

South Korean internet giant Naver has unveiled plans for a next-generation search experience powered by generative AI, aiming to redefine how users access and act on information across a range of verticals—from shopping and local services to finance and healthcare.

On June 12, Naver announced it will launch a unified AI search experience that integrates multiple vertical-specific agents into a single interface. According to Sangbeom Kim, head of Naver’s Search Platform, the company is uniquely positioned to lead in AI search due to its robust infrastructure and data ecosystem tailored specifically to Korean users. “Naver possesses a distinctive edge in the AI search landscape, backed by its proprietary search infrastructure and rich, localized datasets,” Kim said.

Naver’s current AI-driven feature, “AI Briefing,” embedded in its unified search, has shown significant early traction. Since its initial launch, its exposure has tripled, while the click-through rate on the “See More” button has reached 50%. Related query clicks are reportedly 3.4 times higher than those in traditional keyword suggestion modules.

Building on this momentum, Naver plans to increase the exposure rate of AI Briefing to 20% within the year and to roll out domain-specific versions focusing on areas like finance and healthcare. New capabilities under development include multilingual support, document translation and summarization, and summarizing key points from long-form videos—signaling a move toward a more multimedia-rich AI assistant.

Looking ahead to next year, Naver is set to launch a new feature tentatively dubbed “AI Tab,” which will enable contextual, conversational interactions that can guide users through entire decision-making processes—from information discovery to action. For instance, a user searching for “places to go in Jeju with a 5-year-old kid” could receive location suggestions, map routes via Naver Maps, and even complete reservations—all in one seamless experience.

As part of its broader AI search initiative, Naver is also developing a creator-support project tentatively titled the “AI Highlight Project.” This initiative aims to spotlight creator-generated content referenced in AI Briefings through badge highlights, while offering UX pathways for users to join communities or subscribe to premium content directly.

Jae-Yeob Kim, another executive leading the AI integration effort, emphasized the company’s vision for a unified, frictionless AI search journey. “We will deliver a seamless flow by fine-tuning vertical agents within our AI search ecosystem,” he stated.

These developments underscore Naver’s ambition to build a deeply contextual, action-oriented search experience that caters to the everyday needs of Korean users while reinforcing its competitive position in the global AI race.