NAVER offers a new search experience with AI technology AiRSearch

  • AiRSearch delivers next-level experience as users’ search intent shifts from finding exact answers to discovering their likes
  • AI-powered AiRSearch subdivides topics in search results, giving users an exciting way to explore while increasing exposure for content creators
  • NAVER to evolve towards a more advanced and personalized search engine by expanding Smart Blocks to 10-15% of total search results.

SEONGNAM, South Korea, October 27, 2021 / PRNewswire / – NAVER Corporation (KRX: 035420) today showcased a personalized search service called “AiRSearch” at the NAVER Meetup virtual event titled “Changes in NAVER Search for New Search Usability”. AiRSearch is NAVER’s AI-based search recommendation technology, encompassing AiRS (AI Content Recommendation Engine), AiTEMS (AI Product Recommendation Engine) and AiRSPACE (AI Place Recommendation Engine)

“AiRSearch will be the start of a big change representing NAVER’s new search as well as ‘integrated search’, which was the most differentiated feature,” said Sang-Bum Kim, director of NAVER Search CIC. “Through the extensive application of AiRSearch technology, we can provide personalized information so that users can explore more and access information quickly.”

Exploratory research increases, accounting for 65% of total search queries

There is an increasing tendency for users to explore various pieces of information rather than finding a single correct answer. Exploratory searches represent approximately 65% ​​of queries entered in NAVER Search, with a 10% increase in query diversity each year.

NAVER’s new search technology, which analyzes user intent and interest, allows users not only to find answers, but also to discover their tastes through search results for various topics. Kim explained, “The need for personalized research that can specify the vague intent and interest of individual users is increasing, making information navigation part of research.”

Evolution of “integrated search” focused on standardized collections of search results such as “AiRSearch” focused on smart blocks

Until now, search results have been categorized into the same verticals for each user. However, standardized search results may not always meet the various search intentions of users.

With AiRSearch, these research results will be provided in unit blocks that reflect current trends and individual interests. Smart Blocks are created based on NAVER’s long-established AI technology, in-depth user data and insight. Smart Blocks are delivered to users through “Smart Block Creation” based on content analysis and “Smart Block Ranking” based on user intent, where NAVER’s various AI technologies are reflected at every step.

“With Custom Smart Blocks, users can quickly access the information they want or detect various trends without entering multiple search queries for the desired results,” Kim said. For example, if you search for “Camping”, you can display smart blocks of various topics, such as list of camping supplies, camping for beginners, camping equipment, camping vibrations, camping supplies automatic, in order of interest according to the user’s gender. And the age.

Expansion of Smart Blocks by 10-15% to provide more personalized search results by the end of this year

NAVER has performed a 40 keyword beta test since last June and found that the number of content types per keyword varied by over 38%, proving AiRSearch’s ability to match more content and creators. to search queries. Currently, AiRSearch has been partially applied to some lifestyle related keywords such as hobbies, interiors, recipes, and gardening. NAVER plans to gradually expand Smart Blocks to 10-15% of total search results by the end of the year.

The customization of Smart Blocks will become more sophisticated. “NAVER applied a system of personalization by user group, such as gender and age. We plan to refine the content recommendation engine based on user interest taking into account their real-time browsing history, ”said Jaeho Choi, executive director of NAVER Search CIC.

“NAVER is the only Korean search engine that has survived the fierce competition with the world’s major technology companies. We feel pride and a sense of duty to create an environment where users can enjoy the diversity of information available in the digital space, ”said Choi. “We will continue to take the initiative to proactively meet the needs of users of research services. “


Founded in 1999, NAVER is Korea’s largest internet company with hundreds of millions of users around the world. As a global technology company, it operates Korea’s No.1 search engine NAVER as well as other online services, such as LINE mobile messaging, Webtoon publishing and Webnovel, video camera app. SNOW and the ZEPETO metaverse platform. NAVER recorded sales of 5,300 billion KRW (4.6 billion dollars) in 2020 and pursue changes and innovations in technological platforms through continued research and development of future technologies, such as artificial intelligence, robotics and mobility.

For media inquiries, please contact Weber Shandwick Korea, NAVER Corporation’s global public relations agency, at [email protected].

SOURCE Naver Corporation

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