Kim Jae-yeop, leader of Naver’s search platform, delivering a presentation. (Image courtesy of Naver)
SEOUL, June 12 (Korea Bizwire) — Naver is doubling down on its push into generative AI-powered search, announcing the launch of a new “Integrated Agent” system aimed at delivering seamless, conversation-based search experiences that move beyond traditional keyword queries.
At a press briefing held Thursday at its D2SF headquarters in Seoul, Naver outlined its vision for an AI-enhanced search platform. The centerpiece of this strategy is a new interface tentatively called the “AI Tab,” which will debut in 2026 as a separate, dedicated experience from its main integrated search page.
Building on the company’s AI Briefing service, first introduced in March 2024, the AI Tab will offer users personalized interactions that include recommendations, scheduling, purchases, and payments—all based on contextual understanding and reasoning.
For example, a user searching for “places to visit in Jeju with a 5-year-old” will be guided by a place agent, with follow-up options for itinerary planning, reservations, and optimized routes via Naver Maps.
Naver plans to expand AI Briefing to cover 20% of all search queries by the end of 2025, up from just 3% today. Specialized briefings for finance, healthcare, and other sectors will follow.
Naver Unveils Plans for ‘AI Tab’ to Reinvent Search Amid Global Competition (Image supported by ChatGPT)
Fending Off Global Rivals with Localized Intelligence
Naver’s move comes amid rising competition from global tech giants. Google and Microsoft’s Bing have gained notable market share in Korea’s search sector this year, while Naver’s domestic share dipped below 60% for the first time in January 2025—from 64.5% to 58.8%. Google rose to 33%, and Bing climbed to over 4%, signaling intensifying pressure.
To retain its edge, Naver is betting on its ability to localize AI services. While its core engine remains the in-house large language model HyperCLOVA X, the company signaled openness to partnerships with other open-source or commercial LLMs to ensure the best output. “We’re leaving all options open,” said Kim Sang-beom, head of Naver’s Search Platform. “Our goal is to combine LLMs in ways that produce the best results.”
Kim added that as LLM technologies become increasingly commoditized, the differentiator will lie in Naver’s access to exclusive local content and its ability to summarize long-form media such as video.
The company is also preparing an “AI Highlights Project” to support content creators by featuring their material within AI Briefings. Quoted sources will be highlighted with badges, driving user traffic and maintaining the creator ecosystem within Naver’s AI environment.
Kim Sang-beom, leader of Naver’s search platform, is delivering a presentation. (Image courtesy of Naver)
From CUE: to AI Tab: A Broader Vision
Naver clarified that its existing experimental generative search engine, CUE:, which operates on an opt-in basis, will remain separate from the broader AI Briefing and AI Tab ecosystem. Unlike CUE:, the new services will be available to all users and receive significantly larger investment.
As part of its roadmap, Naver will expand multilingual and multimedia capabilities—including translation, summarization of foreign-language documents, and highlights of long-form video content—further blurring the lines between traditional search, AI conversation, and content curation.
“We’re introducing something users have never experienced before on Naver,” Kim said. “This is about transforming the way people search and engage with information in an AI-first era.”
Kevin Lee (kevinlee@koreabizwire.com)
