- AiRSearch provides next-level experience as users' search
intent shifts from finding exact answers to discovering their
tastes
- AI-powered AiRSearch subdivides topics in search results,
offering users an exciting way to explore while boosting exposure
for content creators
- NAVER to evolve into a more advanced and customized search
engine by expanding Smart Blocks to 10-15% of the total search
results.
SEONGNAM, South Korea,
Oct. 27, 2021 /PRNewswire/ -- NAVER
Corporation (KRX: 035420) today introduced a personalized
search service called 'AiRSearch' at the virtual NAVER Meetup event
titled 'Changes in NAVER Search for New Search
Usability.' AiRSearch is NAVER's AI-powered search
recommendation technology, encompassing AiRS(AI Content
Recommendation Engine), AiTEMS(AI Product Recommendation Engine)
and AiRSPACE(AI Place Recommendation Engine)
"AiRSearch will be the beginning of a big change representing
NAVER's new search as much as the "integrated search," which was
the most differentiated feature," said Sang-Bum Kim, Director of
NAVER Search CIC. "Through the expanded application of AiRSearch
technology, we can provide personalized information so that users
can explore further and access information quickly."
Exploratory search rises, accounting for 65% of total search
queries
There is an increasing tendency of users to explore various
information rather than finding one right answer. Exploratory
searches account for about 65% of queries entered into NAVER
Search, with a 10% increase in query diversity seen every year.
NAVER's new search technology, which analyzes users' intent and
interest, allows users to not just find answers but to discover
their taste through search results for various topics. Kim
explained, "The need for personalized search that can specify the
vague intent and interest of individual users is on the rise,
making information browsing a part of the search."
Evolution from 'Integrated Search' centered on
standardized collections of search result such
to 'AiRSearch' centered on Smart Blocks
Until now, search results were categorized under the same
verticals for every user. However, standardized search results may
not always cater to users' diverse search intentions.
With AiRSearch, these search results will be provided in block
units that reflect current trends and individual interests. Smart
Blocks are created based on NAVER's long-established AI technology,
data and deep insights about users. Smart blocks are provided
to users through "Smart Block Creation" based on content analysis
and "Smart Block Ranking" based on user intent, where NAVER's
various AI technologies are reflected at each stage.
"With personalized Smart Blocks, users are able to quickly
access the information they want or catch
diverse trends without entering multiple search queries
for the desired results," said Kim. For example, if you search for
'Camping,' one can view Smart Blocks of various topics, such as
Camping Supplies List, Camping for Beginners, Camping Equipment,
Camping Vibes, Auto-Camping Supplies, in order of interest based on
the user's gender and age.
Expanding Smart Blocks by 10-15% to provide more
personalized search results by the end of this year
NAVER conducted a beta test of 40 keywords since last June and
found that the number of content types per keyword varied by
more than 38%, proving AiRSearch's ability to match more content
and creators to search queries. Currently, AiRSearch has been
partially applied to some lifestyle-related keywords, such as
hobbies, interiors, recipes and gardening. NAVER plans to gradually
expand Smart Blocks to 10-15% of the total search results by the
end of the year.
The personalization of Smart Blocks will become more
sophisticated. "NAVER applied a personalization system by user
group, such as gender and age. We plan to refine the content
recommendation engine based on the users' interest by considering
their real-time browsing history," said Jaeho Choi, Executive Leader of NAVER Search
CIC.
"NAVER is Korea's only search engine, which has survived fierce
competition with global big tech companies. We feel pride and a
sense of duty in creating an environment where users can enjoy the
diversity of information available in the digital space," said
Choi. "We will continue to take the lead in proactively addressing
the needs of search service users."
About NAVER
Founded in 1999, NAVER is Korea's largest Internet company with
hundreds of millions of users worldwide. As a global technology
company, it operates the No.1 search engine in Korea, NAVER, as
well as other online services, such as LINE mobile messenger,
Webtoon and Webnovel publishing, SNOW video camera app and ZEPETO
metaverse platform. NAVER recorded sales of KRW 5.3 trillion (USD 4.6
billion) in 2020 and is pursuing changes and innovations in
technology platforms through continuous research and development of
future technologies, such as artificial intelligence, robotics and
mobility.
For media inquiries, please contact Weber Shandwick Korea,
NAVER Corporation's global PR agency, at
naverglobalpr@webershandwick.com.
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SOURCE Naver Corporation