Naver Deploys AI Search for Entertainment Content

Seoul, South Korea — Naver Corp has introduced artificial intelligence technology into search results for entertainment, sports, and gaming content. 

The company is conducting a user incentive program through October 29, according to its announcement.

The company began applying AI-based technology to these search categories in August.

According to Naver, the system analyzes search queries, user data, and content timestamps to determine the ordering and presentation format of results.

Search results for these categories now appear in a feed-style layout. 

Users who search for relevant keywords and click designated banners receive Naver Pay points, although the company has not specified the exact amount.

Participation is limited to once per day during the promotional period.

Naver began displaying AI-generated text summaries instead of content excerpts on October 16.

The summaries are generated from the entire text of the document, rather than isolated passages.

Users may view expanded summaries using a separate interface element.

The company also modified thumbnail image formatting to display content in various aspect ratios rather than a uniform horizontal orientation.

The company introduced what it describes as customized AI blocks in September, which present both content recommendations and summaries within entertainment, sports, and gaming search results.

Naver stated it is testing keyword suggestion features based on search history data.

Jae-ho Choi, who oversees search discovery and exploration operations at Naver, said the company applies different approaches to factual information queries compared with content browsing searches.

Choi said the company intends to continue adjusting its AI search implementation based on user behavior data.

The company has not provided information on user adoption rates or technical performance metrics for the AI search features.