Naver is expanding the role of artificial intelligence (AI) from the search bar to the entire Whale browser. The company is developing an AI agent service that goes beyond answering questions to actively browsing the web and performing necessary tasks.
On August 3, Naver announced that it is working to implement a specialized AI agent in the Whale browser this month. By combining data accumulated from search and service operations with AI, the browser will serve as a functional tool for the AI agent. While the existing search service primarily provides information, the new direction aims for AI to understand user intent and perform necessary processes on their behalf.
In Whale, the AI is expected to directly explore multiple web pages to collect and summarize necessary information, subsequently executing required tasks. The goal is to reduce the time users spend searching for information across various sites and connect them to Naver's diverse services.
This initiative is central to Naver's push for a lifestyle-oriented AI. Currently, the AI tab answers user inquiries by utilizing Naver services such as Places and Shopping. For instance, if a user requests recommendations for cafes in Seoul with scenic views, the AI analyzes context, user preferences, and location information to provide relevant reviews and operating hours.
With the introduction of the agent in Whale, real estate services will also be added to the AI tab. As the number of AI tab users surpasses 10 million, Naver aims to continuously integrate frequently used lifestyle services to enhance AI utilization.
Based on Naver's real estate data and user-linked asset information, the AI is expected to recommend tailored properties and provide real-life reviews and property analysis. This follows the recent integration of AI briefings with real estate content on Naver Pay, which will now be expanded to the AI tab.
This shift aligns with changing user behavior on platforms. In the past, portals were spaces where users lingered for searches, but they have recently transformed into purpose-driven platforms visited for specific needs like shopping or real estate. Naver's strategy is to encourage repeated use by combining lifestyle services with AI, as merely enhancing search capabilities may not be sufficient to increase user engagement.
The expansion of services will also extend to the health sector. Naver is preparing a health agent that connects verified medical information from research papers and conferences, real experiences from Naver Cafes, and searches for hospitals and supplements. The goal is to provide personalized information tailored to individual health histories and changing patterns.
Recently, global tech giants like OpenAI have expanded their 'ChatGPT Health' features, intensifying competition in lifestyle AI. Naver is focusing on building optimized services for domestic users through AI agents that combine data from its platforms, rather than competing with general AI models.
* This article has been translated by AI.
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