Naver aggressively rolls out a wave of AI-driven search upgrades throughout November 2025, transforming everyday queries into instant, personalized, and trustworthy experiences across entertainment, lifestyle, finance, and local discovery.
Naver first activates the reliability-focused integrated ranking model A/B test that uses AI to judge source credibility across all document types—web, blogs, cafes, Q&A, video—and pushes officially recognized, expert-backed content to the top while keeping relevant but lower-trust results clearly separated below.
The Places team jumps in with an “agentic search” A/B test for regional “XX 맛집” queries—stronger personalization now serves steak-heavy lists to meat lovers in Jamsil or seafood-themed recommendations to travelers hitting Gangneung and Yeosu.
The company quickly follows with the “오늘 뭐 입지?” weather-coordinated outfit recommender, which analyzes current local weather and pulls real user #OOTD clips from Naver Clip to suggest practical daily looks the moment users search “today’s weather OOTD” or similar terms.
Naver then launches the SmartEnter AI Briefing A/B test, where artificial intelligence automatically scans trending dramas and variety shows, then delivers bite-sized context cards and real-time updates directly in the mobile SmartEnter zone so users grasp hot scenes, controversial remarks, and award wins without endless scrolling.
Naver Finance overhauls stock search with aggressive AI summarization: real-time earnings highlights, instant Korean translations of overseas reports, trending expert research, hot discussion posts, and related ETFs all appear in one streamlined view alongside live prices.
At the same time, the Person Information team reveals 2025 registration trends: singers still dominate new entries, yet business executives surge ahead in updates, consultants and online creators spike sharply, 90s and 00s-born dominate the pool, Instagram reigns as the top linked platform, and ENFJ/ENFP/ENTJ personalities lead the pack.
Finally, music search receives a major facelift through a Spotify partnership that embeds full-track previews directly in results, replaces tab navigation with scrollable info modules, and displays multi-platform chart positions plus rank changes at a glance.
Naver clearly doubles down on artificial intelligence to deliver faster, richer, and more trustworthy answers—whether users chase the latest K-drama buzz, decide what to wear, pick a restaurant, check stocks, or discover new music—in one powerful South Korean search engine.
https://blog.naver.com/naver_search/224070994424
https://blog.naver.com/naver_search/224082219839
https://blog.naver.com/naver_search/224083616020
https://blog.naver.com/naver_search/224089136757
https://blog.naver.com/naver_search/224088864882
https://blog.naver.com/naver_search/224090888103
https://blog.naver.com/naver_search/224090899085
