Naver announced that its AI Tab, an agent-based search service, reached 10 million users on July 14. The company is enhancing its competitiveness by integrating AI technology with its search, shopping, local, and content services.
The AI Tab expands Naver's existing search experience by combining it with its own services. Unlike other conversational AI services, it connects information searches with actual actions like purchases and reservations, reflecting the context of domestic users and differentiating itself from global AI models.
Based on user trends, Naver evaluated that the AI Tab shows potential to evolve from conversational search to an actionable AI agent. This is supported by over 20 years of accumulated search technology and infrastructure, along with a vast content ecosystem including blogs and cafes.
Since the official launch of the AI Tab on June 26, user search behavior has changed. The average daily queries for the AI Tab increased sevenfold compared to the beta service, and the number of queries per user rose by 1.7 times. The proportion of multi-turn conversations, where users continue with follow-up questions, has also expanded.
Additionally, the time taken from search to decision-making has been reduced by up to 60-70%. This improvement is attributed to the use of actual purchase data, shopping reviews, and various user-generated content (UGC) to provide personalized recommendations in everyday searches for electronics, household items, and fashion.
Naver plans to continue enhancing the actionable AI agent features of the AI Tab to enable more users to incorporate it into their daily lives.
Starting today, a chat window linking to the AI Tab will be added below the AI Briefing. The AI Briefing service has over 30 million monthly users, allowing users to check key summaries and then continue with follow-up questions and in-depth exploration in the AI Tab.
This month, Naver will also strengthen the integration between Smart Lens, AI Briefing, and AI Tab to enhance the image-based search experience. Users can take pictures of products or upload images with Smart Lens, check key information in the AI Briefing, and then proceed to follow-up questions and product purchases in the AI Tab.
Next month, Naver will unveil a property-finding agent linked to its real estate service and an AI agent specialized for the Whale browser. The real estate agent will utilize Naver Pay real estate data, user-linked asset information, and UGC to recommend tailored listings, along with providing real-life reviews and property analysis information. The Whale browser will support web navigation by executing agents in the sidebar for webpage summaries and visit history inquiries.
By the end of the year, Naver plans to introduce a health agent that provides personalized health information based on verified sources. This agent will offer reliable answers based on authoritative medical information and will be linked to actual experience information from Naver Cafe, as well as searches for hospitals and supplements, to provide a customized health management experience.
Kim Kwang-hyun, Naver's Chief Data and Content Officer (CDO), stated, "Through the AI Tab, we will provide a search experience tailored to domestic users that is distinct from various conversational AI services both domestically and internationally. We aim to enhance the service to be the most reliable in terms of trustworthiness, making it an indispensable AI service in users' daily lives."
Meanwhile, Naver officially launched the AI Tab on June 26, revamping the user interface (UI) to center around the AI Tab, replacing the search button known as the 'Green Dot' that symbolized its mobile app. The beta service, conducted for Naver Plus members, attracted 4 million users in about two months. Following the official launch for all users, the number of users reached 10 million within 18 days, indicating that Naver's integrated AI agent strategy is successfully attracting users through this search service.
* This article has been translated by AI.
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