"Recommend cosmetics that help keep my makeup intact during the summer monsoon season," I recently typed into Naver's AI Tab, reflecting the latest trends in generative AI. While I could have searched for "primer" or "powder" to find information, I opted for the AI Tab to gather comprehensive insights.
On July 2, the information technology (IT) industry reported that Naver is accelerating its transition to a generative AI-based conversational search portal through the AI Tab. This shift marks a move away from Naver's iconic green search box, known as the "Green Dot," towards a focus on the AI Tab.
Naver has begun to integrate search, shopping, and content through the AI Tab. Users can explore product information and then connect to Naver Plus Store and Naver Pay, establishing a strategy that builds an ecosystem linking its own services. This is seen as a core competitive advantage for Naver in the AI era.
While global generative AI companies are also attempting to expand search and recommendations into product exploration and payment, they face challenges such as conversion rates and user experience. OpenAI introduced a direct payment feature called "Instant Checkout" within ChatGPT but discontinued it due to underwhelming results.
I compared the same query using both the AI Tab and integrated search. Aside from detailed explanations in the "AI Briefing," integrated search did not differ significantly in structure. In contrast, searching the same content in the AI Tab provided comparisons and explanations based on type, brand, skin type, and points, along with actual purchase links.
The AI Tab's search reflects the context of the conversation, making it easy to continue asking follow-up questions. I was able to obtain a substantial amount of desired information from the initial query. Typically, traditional searches require users to check product categories and then look for reviews on blogs or YouTube, but the AI Tab allows for all this information to be viewed on a single screen.
The AI Tab stands out in terms of "purchase reliability" and its connection to a "creator ecosystem." Most product purchases are linked to official stores or the Naver Plus Store, enhancing trust in the sellers. Additionally, content sources from blogs are displayed, creating a structure that connects not just product recommendations but also actual user reviews and purchase pathways.
The organic operation of Naver's search, content, and shopping ecosystems within the AI Tab hints at the potential for mutual growth between the AI Tab and existing creator activities on blogs and cafes.
However, due to the integration within Naver's ecosystem, the shopping recommendations in the AI Tab tend to favor official brand stores. While the previous integrated search displayed a wide range of open markets, price comparisons, and various sellers, the AI Tab organizes price information and purchasing guides primarily around official stores.
In the Olive Young app, users can log in using Naver Pay linked to their ID, but payment is not possible. The AI Tab does not currently offer payment services, and Naver recommends separate payment options.
A Naver representative stated, "The AI Tab is designed to help users quickly explore information by reflecting their question intent and context. We plan to operate both integrated search and the AI Tab, allowing users to choose diverse search experiences based on their needs."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.