Naver Steps Up Push Into AI Video and XR Content in Bid to Build In-House Media Ecosystem | Be Korea-savvy

Naver Steps Up Push Into AI Video and XR Content in Bid to Build In-House Media Ecosystem


This photo shows Naver Corp.'s virtual production studio, Vision Stage, on July 16, 2025. (Yonhap)

This photo shows Naver Corp.’s virtual production studio, Vision Stage, on July 16, 2025. (Yonhap)

SEOUL, July 17 (Korea Bizwire) — South Korean internet conglomerate Naver Corp. said Thursday it plans to introduce a suite of artificial intelligence-powered video tools and extended-reality platforms in the second half of 2025, as it ramps up efforts to establish its own live broadcast media ecosystem.

The company said it has expanded its Immersive Media Platform, a full-stack video infrastructure that includes production, preprocessing, transmission and playback, leveraging media technologies it has developed over more than a decade. The initiative reflects Naver’s broader strategy to tap growing demand for virtual and immersive content across media, e-commerce and entertainment sectors.

“Naver is entering a new era by integrating AI into video media technologies it has spent years building,” the company said in a statement. The firm unveiled what it calls its “Vision Tech Triangle,” comprising media AI, XR (extended reality) studios and virtual streaming capabilities, aimed at extending immersive media experiences across its digital services.

Naver’s media operations date back to 2012, when it launched Naver TV Cast. It has since rolled out livestreaming platforms such as NOW and VLIVE, as well as interactive services like Shopping Live and Chzzk that enable real-time engagement during e-commerce events, game broadcasts and K-pop concerts.

This photo shows Naver Corp.'s virtual production studio, Vision Stage, on July 16, 2025. (Yonhap)

This photo shows Naver Corp.’s virtual production studio, Vision Stage, on July 16, 2025. (Yonhap)

The company emphasized its technical advantage in maintaining stable livestreams under a wide range of network conditions. In 2024, Naver debuted AI Encode, a compression solution that reduces video transmission load by up to 30% without degrading quality—helping streamers and content creators maintain smoother broadcasts.

Two new AI-powered tools—MUAi and AutoClipAi—are slated for release later this year. The tools will allow creators to analyze video context, generate automated summaries and extract highlight clips from text and blog images.

To bolster its content production capabilities, Naver recently opened two XR-focused studios—Vision Stage and Motion Stage—at its headquarters in Seongnam, just south of Seoul. Vision Stage offers customizable virtual backdrops for video content, while Motion Stage supports real-time 3D animation for Chzzk streamers.

On the mobile side, Naver’s PRISM Live Studio app has integrated 3D streaming and virtual avatar features, powered by its in-house AI.

Naver is also betting on long-term growth in the XR segment—a catch-all category for augmented, virtual and mixed reality—as VR hardware adoption gradually expands.

“We are focusing on XR-related media technologies in anticipation of an era when VR devices become mainstream,” said Kim Sung-ho, head of Naver’s Immersive Media Platform team. “By advancing our vision-AI creation tools, we aim to spark new forms of digital creativity and deliver vivid media experiences that blur the line between online and offline.”

Kevin Lee (kevinlee@koreabizwire.com) 

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