Naver is advancing its commerce business—a core cash cow—by integrating conversational artificial intelligence into its services. Major South Korean platform companies are entering direct competition for AI monetization this year, rolling out practical AI services as they designate 2024 the "first year of AI profitability."
On the 26th, Naver unveiled the beta version of its "Shopping AI Agent" on its AI shopping application, Naver Plus Store. The service features an AI agent that interprets users' complex questions and intentions to recommend tailored products and suggest AI-assisted inquiries. For example, if a user inputs "Recommend a sofa for a newlywed home with a dog," the AI analyzes product information, the user's shopping history, and purchase reviews to find optimal products.
This beta 1.0 version represents the initial stage of "agentic commerce," where AI handles everything from search to payment. Naver plans to expand the service scope from electronics, furniture, and household goods to cosmetics and food products within the first half of the year, with real-time trend analysis and shopping cart features to follow.
Naver CEO Choi Soo-yeon said, "Centering on the Shopping AI Agent, we will strive to create new business and creative environments through an AI convergence ecosystem that organically connects commerce, content, and data."
Following Naver's AI agent introduction, South Korean platform companies are pursuing profitability through pragmatic approaches rather than aggressive technology competition. They are adopting a "selection and concentration" strategy—discontinuing beta-level services while reorganizing around "human-centered AI," an emerging industry trend.
Naver will terminate its AI services "Clova X" and "Cue:" on April 9 this year, instead launching an "AI Tab" supporting conversational search in the first half. Kakao will also end its pilot "AI Mate Shopping" on April 9 and integrate it into the shopping agent of "Kanana in KakaoTalk," currently in beta testing. Additionally, the company plans to strengthen hyper-personalized services by offering "Kakao Tools"—an AI agent function—through "ChatGPT for Kakao," developed in collaboration with OpenAI.