In an update to enhance its shopping app, Naver has launched a beta service for a “Shopping AI Agent” in the Naver Plus Store (Nefls) app. This AI Agent, released a year after the app’s initial launch, aims to assist users more effectively during their shopping journey by summarizing and analyzing vast data to provide curated shopping guidance and product recommendations.
When users input shopping keywords into the Nefls search bar, the AI Agent activates to offer shopping navigation guides or suggests questions users can ask the AI. For example, if a user is searching for a sofa, the AI analyzes personal shopping history and provides summarized tips based on factors like the number of users, space size, and materials, and introduces suitable brands.
The AI Agent allows for further detailed exploration through conversation. Users can state specific shopping needs—for instance, “Recommend a sofa for a newlywed home with a dog”—and the AI Agent will analyze product specifications and reviews to suggest optimized products across various categories.
The current beta version (1.0) supports digital, living, and lifestyle categories, with plans to expand to beauty and food categories within the first half of the year. Naver is progressively enhancing features like real-time shopping trend analysis, automatic related product recommendations, and adding to the shopping cart to streamline the shopping journey.
Naver’s Shopping AI Agent connects sub-agents efficiently to handle complex tasks from product search to comparison and recommendation. These sub-agents are developed as multi-agents, utilizing both internal and high-performing external models. The system also employs a commerce-specialized large language model, “Shopping Intelligence,” which processes accumulated data on prices, delivery information, product attributes, and user preferences, enhancing service efficiency and performance.
Naver CEO Choi Soo-yeon emphasized that the Shopping AI Agent will enable users to enjoy a smarter shopping experience amidst complex information and numerous options, and aims to foster a new business and creative environment by integrating commerce, content, and data through AI fusion ecosystems.