Naver is moving the digital transformation (DX) know-how it has built up online into offline settings, stepping up support for the artificial intelligence transformation (AX) of local commercial districts.

Naver said on June 11 it will roll out the on-site 'Local Ground' campaign so users can experience the appeal of local commercial districts through artificial intelligence (AI).

The first Local Ground campaign runs in Busan from June 9 to June 13. The programme includes 104 small and medium-sized merchant (SME) shops in major commercial districts such as Jeonpo-dong, Yeongdo and the Bosu-dong Book Alley.

Naver is supporting the introduction of AI-based solutions such as QR ordering and an offline integrated payment terminal called 'Npay Connect'. It is also helping produce short-form content introducing local shops.

With a global BTS concert set to be held in Busan on June 12 and June 13 during the campaign period, Naver has also significantly improved convenience for foreign tourists. Foreign users can, after passport-based identity verification, use O2O (online-to-offline) services in a one-stop process, including Naver Map, reservations, ordering and payments. They can also use the translation app Papago to easily check store signs and menu names in multiple languages.

Naver is also expanding offline touchpoints with small business owners and detailing its plan for mutual growth centred on empowerment.

On June 10, a 'Local Meetup' was held with about 200 Naver employees and Busan local business operators to discuss what diversity in commercial districts means in an AI ecosystem. Naver Place, Shopping and advertising staff ran consulting booths and shared efficient marketing strategies.

Naver set up an 'Impact Synergy' group this year under its chief human resources officer (CHRO) and plans to actively seek partner growth synergy programmes going forward.

Soon-bae Hwang (황순배), head of Naver's Impact Synergy Group, highlighted the performance of 'Naver Square Busan', which marks its 10th anniversary this year, and the success story of local brand Momos Coffee in a keynote.

Hwang said Busan is a dynamic city where distinct character and culture are vividly alive throughout neighbourhoods and alleyways, and that this is also why global tourists find it appealing. He said diverse local brands are growing nationwide through Naver and creating virtuous-cycle growth cases that again promote Busan's appeal.

He added that Naver will spare no effort to support local products, spaces and tastes so their uniqueness can be better discovered on digital platforms and, through AI technology, grow from regions to nationwide and on to global markets.