The Future of Search: AI-Powered, User-Centric, and Visually Engaging (Image supported by ChatGPT)
SEOUL, July 7 (Korea Bizwire) — As digital users increasingly demand more dynamic and personalized online experiences, major platform companies are reshaping the traditional search engine model with artificial intelligence and tailored content delivery.
Naver, South Korea’s leading portal, is currently running A/B tests on its mobile platform to provide customized search results based on user behavior. The system analyzes whether a user tends to engage more with news articles, videos, or other content types, and prioritizes those formats in their search results.
For instance, a user searching for baseball player Kim Hye-seong might see news articles first, while another might be shown game highlight videos—depending on their viewing history. If content preferences change over time, the displayed results will adjust accordingly.
“We are continuously enhancing our AI-driven personalization capabilities to deliver a more relevant search experience,” a Naver spokesperson said.
Beyond simply providing answers, Naver is also experimenting with reducing repetitive content and emphasizing more engaging topics like entertainment, sports, and gaming. The company is integrating blogs, forums, and short-form video content in its search results to transform search into a more immersive browsing experience.
Meanwhile, rival portal Daum is taking its own steps to boost user engagement, recently launching a mobile feature called “Game on Daum,” which embeds simple games—such as current affairs quizzes, memory games, and card-flipping challenges—into its homepage.
Global tech giants are also evolving their search platforms. Google’s visual search tool, Google Lens, has now surpassed 100 billion image-based searches in 2025. The company’s “Circle to Search” feature allows users to draw or highlight items of interest on their screens to initiate immediate, context-aware searches.
“Search is evolving from a tool for finding answers to a gateway for personalized content discovery,” said an IT industry insider. “As this shift accelerates, competition in the search market will only grow fiercer.”
Ashley Song (ashley@koreabizwire.com)
