[DigitalToday reporter Lee Ho-jung] Naver is introducing a new service that uses artificial intelligence (AI) to help users with their shopping journeys.

On Feb. 26, Naver said it launched a beta service for a “shopping AI agent” on its AI shopping application Naver Plus Store (Neplus).

The newly unveiled shopping AI agent version 1.0 focuses on supporting users’ shopping searches by summarising and comparing product information and analysing reviews based on Naver’s extensive data. If a user enters a shopping keyword into the Neplus app search bar, the shopping AI agent activates to present a shopping search guide or suggest asking the AI.

For example, when a user looks for a sofa, the AI agent analyses personalised shopping history and summarises buying tips based on the number of users, room size and materials, and introduces suitable brands. If a user needs a more detailed search, the user can continue shopping through conversation. If a user enters a specific purpose such as “Recommend a sofa for our newlywed home, we live with a dog,” the AI agent analyses product specifications and purchase reviews, explores multiple product groups and suggests optimised products.

Naver will provide shopping AI agent functions in the beta 1.0 version mainly for categories such as digital, living and daily life, and plans to expand its coverage to beauty and food within the first half of this year. It also plans to gradually enhance functions such as real-time shopping trend analysis, automatic recommendations of related products and adding items to a shopping cart.

The shopping AI agent organically connected sub-agents that deliver optimal performance at each stage to efficiently handle the process from product search to comparisons and recommendations. These sub-agents were built as a multi-agent system that uses the best-performing models among the company’s own models and external models.

In particular, it secured its own commerce-specialised large language model (LLM), “Shopping Intelligence,” trained on data accumulated in the shopping ecosystem, including prices, delivery information, product attributes and user preferences, to improve operational efficiency and execution capability.

Naver CEO Choi Soo-yeon (최수연) said, “By having a shopping agent accompany the entire shopping journey amid complex information and diverse options, we will make it possible for users to enjoy a smarter shopping experience.” She added, “With the shopping AI agent at the centre, we will strive to create new business and creative environments through an AI convergence ecosystem that organically connects commerce, content and data.”