Naver is upgrading the artificial intelligence (AI) agent functions in its shopping application as it moves to expand personalised commerce experiences.

Naver said on Sunday that its shopping app's "AI Shopping Agent" has been updated from a guide that helps users explore and summarise products to a stage where it first proposes conversations to users.

The AI Shopping Agent, first introduced as a beta version on the "Naver Plus Store" app in February, has served to discover products tailored to users' interests and tastes. The core of the latest update is that the AI agent more precisely understands users' shopping context and proactively starts conversations.

The AI Shopping Agent analyses shopping activity history such as clicks, favourites and adding items to carts, as well as the latest trends, to suggest directions for shopping exploration. After updating the shopping app, users can naturally begin shopping by following conversations first proposed by the AI Shopping Agent on the home screen.

It recommends products suitable for eating alone to one-person households that frequently search for meal kits, or suggests skincare products that pair well for users who have placed a moisturising cream in their cart. It also actively proposes conversation options that include detailed functions and complex price conditions, such as "products you can buy in the 10,000 won range."

Lee Jung-tae (이정태), Naver Shopping Search&AI leader, said, "The AI Shopping Agent is evolving beyond a search-type tool that simply finds products, into an execution-type agent that understands users' shopping context and suggests next actions." He added, "Based on the shopping data Naver has accumulated and AI technology, we will provide an experience most optimised for the shopping methods and preferences of domestic users, and we will continue to advance the technology so they can experience smarter agentic shopping in everyday life."