Naver is upgrading its search service with new artificial intelligence features, as online search continues to shift toward AI-generated summaries and conversational interfaces.
The South Korean tech company has added new formats to its AI Briefing service, strengthening its position in the evolving AI-powered search market.
New Multi-Source Instant Answers
According to the information technology industry, Naver recently introduced a “multi-source instant answer” format to AI Briefing.
Launched in March last year, AI Briefing uses generative AI to analyze user search intent and provide summarized answers with source citations. The feature currently applies to about 20% of total search results.
The new multi-source instant answer format identifies key facts shared across several documents and presents them as one clear answer at the top of the page.
This allows users to quickly access essential information without comparing multiple links.
For example, when users search for “task manager shortcut,” the top result displays “Ctrl+Shift+Esc.” A search for “freelancer year-end tax filing period” shows “May 1 to May 31” at the top.
Detailed explanations and cited sources are listed below the brief answer.
Image Type AI Briefing
Naver has also introduced an image-type AI Briefing format.
This version places the most relevant image at the top of search results, along with an AI-generated summary based on the image and multiple document sources.
The feature is designed to help users better understand topics that are difficult to explain with text alone.
Searches such as “internal structure of an egg” or “definition of hypotenuse” display related images from blog and café posts, followed by AI summaries and references.
Changes In User Behavior
Naver says the introduction of AI Briefing has already led to noticeable shifts in user behavior.
During an earnings call on May 6, CEO Choi Soo-yeon said long-tail queries of 15 characters or more have more than doubled since the feature’s launch.
She added that users are spending steady amounts of time in the top section where AI-generated summaries appear.
After applying personalization technology, follow-up question click rates increased by more than 20%, according to Choi. She said this suggests users find AI-generated information useful.
Expansion And Monetization Plans
Naver plans to expand AI Briefing coverage to around 40% of search results by the end of the year.
The company is also preparing to launch new services in the first half of the year, including a shopping agent and a dedicated AI tab.
These efforts aim to integrate generative AI more deeply into Naver’s core services such as search and commerce, while opening new revenue opportunities.
As competition intensifies in AI-powered search, Naver is moving to strengthen its platform with faster answers, richer visuals, and more personalized experiences.
Sources: Seoul Economic Daily, Naver earnings call statements.
