Lee Gyu-lee is a business writer at The Korea Times, focusing primarily on IT & telecommunications, the Ministry of Trade, Industry and Energy and KOTRA. Prior to this, she has covered a wide range of cultural news, from film, television and K-pop to lifestyle and fashion.
Naver enhances AI search with personalized summaries
A photo of Naver's artificial intelligence-powered search event / Courtesy of Naver
By Lee Gyu-lee
Naver is enhancing its search engine experience with artificial intelligence (AI), offering optimized and summarized AI-based search results.
The tech giant announced Friday that it is hosting an event through Oct. 29 to encourage more users to experience its AI-enhanced searches, particularly for popular topics such as entertainment, sports and games.
During the event, users who search for keywords related to entertainment, sports or games and click on the event banner in the search results will be randomly awarded Naver Pay points. Participants can join once per day throughout the event period.
Since August, Naver has revamped search results for high-demand categories such as entertainment, sports and games using advanced AI technology, delivering a richer and more immersive search experience.
Its AI engine comprehensively interprets users’ search intent, interests and the freshness of content in real time to recommend personalized results. It also optimizes the order and layout of content based on the purpose of each search. Results are arranged in a feed-style format, allowing users to seamlessly discover the latest, high-quality content.
“For fact-based queries, Naver prioritizes delivering the most up-to-date and reliable information. But for areas that require discovery and in-depth exploration, we use AI to analyze users’ interests and preferences more precisely and proactively suggest personalized content,” said Choi Jae-ho, head of Naver’s Search/Discovery Product Division.
“We will continue to closely monitor user feedback and further enhance a rich and reliable content exploration experience through AI.”
To further improve the search experience, the company began providing AI-generated summaries of search results on Thursday. The feature uses the full context of the content to generate both brief and detailed summaries, allowing users to quickly grasp key insights and explore content more efficiently.
Naver continues to advance its services to deliver a richer search experience — one that goes beyond simply retrieving information to inspiring discovery.
Last month, it launched a personalized AI block that offers tailored recommendations alongside AI summaries in entertainment, sports and gaming categories. The company is also conducting split testing on a feature that recommends additional relevant keywords based on each user’s interests and search history, helping users easily discover and expand their areas of interest.