NAVER Offers New Search Experience with AiRSearch AI Technology – WFMZ Allentown

  • 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.



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