Naver has unveiled a beta service for its Shopping AI Agent on the AI shopping app, Naver Plus Store. This 1.0 version focuses on reducing user browsing time by combining product information summarization with comparative review analysis.
When a user enters shopping keywords like "sofa" into the app's search bar, an agent presents a shopping exploration guide or suggests a flow to ask the AI. This method utilizes personalized shopping history to organize conditions such as the number of users, space size, and material to provide purchasing tips and recommend candidate brands. Subsequently, if the user states their purpose via conversational input, such as requesting a sofa for a newlywed home, the system analyzes specifications and review data to compare various product categories and narrow down the range of suggestions.
Naver is providing features centered on the Digital Living lifestyle category during the beta phase and plans to expand the scope to include beauty and food within the first half of the year. The company stated that going forward, it will support the entire shopping journey by gradually enhancing functions such as real-time shopping trend analysis, automatic related product recommendations, and the "add to cart" feature.
Technically, it put forward a multi-agent structure that organically connects sub-agents tailored to step-by-step tasks such as exploration, comparison, and recommendation. The explanation is that it aims to enhance processing efficiency for specific purposes by combining high-performing models between its own internal models and external ones. It also stated that it has secured commerce-specialized LLM shopping intelligence through its own technological capabilities, which is trained on price and shipping information as well as product attributes and user preference data.
CEO Choi Soo-yeon stated that shopping agents would accompany customers through the complex selection process to create a smarter shopping experience. The industry is watching to see if Naver’s AI strategy, which integrates search, commerce, and content data into a single flow, will further accelerate the competition in app dwell time and conversion efficiency.
