How will AI change the way we find information online? NAVER answers this question with its new AI Briefing feature, which was officially launched on March 26th, 2025.
This release represents NAVER’s entry into the AI-powered search summary space, competing with offerings like Google’s AI Overview. It marks their first AI search service available to all users following limited testing of their “Q” service since 2023.
Naver’s AI Briefing (AI브리핑) is an intelligent assistant integrated directly into the search engine’s search results. It understands user intent and context, providing concise information summaries while citing original sources. This allows users to verify details or explore topics more deeply by accessing the original content.
The system also suggests related topics users might want to explore, creating a more efficient search experience.
NAVER has developed four distinct types of AI Briefing, each designed for specific search scenarios:
This format provides quick answers about trending topics, entertainment, and internet culture by analyzing multiple web sources.
For example, a search for “Inception ending” (인셉션 결말) shows how this works in practice.
The AI Briefing summarizes the film’s ambiguous ending, explaining that it revolves around whether Cobb is trapped in a dream or has returned to reality. The summary presents different interpretations of the spinning top in the final scene and discusses Christopher Nolan’s intentional ambiguity.
What makes this format particularly useful is how it clearly cites original sources beneath each paragraph with numbered references, connecting to articles from entertainment websites, movie critics, and fan discussions.
It also provides related questions that users might want to explore next, such as “What is the meaning of the spinning top in Inception?” and “What filming techniques were used in Inception?”
This format helps users quickly identify trends across various categories like entertainment, sports, fashion, beauty, and more.
Short Content Briefing builds upon NAVER’s “Short Content” service launched in September 2024. This feature uses generative AI to automatically extract popular content by topic, presenting it in a bite-sized format.
NAVER has recently enhanced this service by adding a dedicated “Short Content tab” to both mobile and desktop search results, making it easier for users to access these AI-generated summaries.
The system intelligently matches search terms to appropriate categories while also personalizing results based on individual preferences.
For instance, searching for a popular drama might first display content from the “Drama” category, followed by categories aligned with the user’s interests.
As shown in the image, a search for “폭삭 속았수다 줄거리” (Plot of “I’ve Been Fooled”) demonstrates this functionality. The interface displays “Drama” (드라마) as the selected category with trending search queries, each accompanied by a thumbnail and timestamp indicating how recently the content was updated.
This approach serves two distinct search needs: the “answer-seeking” mode, where users want specific information, and the “discovery” mode, where users want to explore a topic more broadly.
This briefing format organizes travel information in a structured, user-friendly way with visual elements to enhance discovery.
A search for “Osaka travel” (오사카 여행) demonstrates this feature perfectly as it provides a concise overview of essential information for travelers in collapsible sections.
The first section highlights “Must-try foods in Osaka,” showcasing visual tiles for popular local dishes like kushikatsu (skewered fried foods), okonomiyaki (savory pancakes), takoyaki (octopus balls), and other Osaka specialties.
Another section presents “Places to visit in Osaka,” featuring attractions like Osaka Castle, Umeda Sky Building, HEP Five Ferris Wheel, and Harukas 300 Observatory. Each attraction includes a rating, number of reviews, and admission price in Japanese yen.
The interface also provides search bars showcasing a city map to look up specific restaurant options through a city map, along with sections for accommodations recommendations and useful travel tips.
According to NAVER’s documentation, the service focuses on Japanese destinations like Osaka, Sapporo, and Kobe, with plans to expand to other popular countries based on user preferences.
This briefing type provides product information and recommendations powered by artificial intelligence, specifically optimized for shopping experiences.
It summarizes extensive search results into shopping-optimized information, presenting product characteristics and purchasing tips in a user-friendly format. It’s designed to help shoppers discover suitable products with just one or two clicks, even without entering specific product details or intended uses.
This feature is integrated into NAVER’s newly opened “NAVER Plus Store” app, showcasing how AI Briefing is being deployed across various NAVER services beyond just search results.
For example, searching for “smartphone comparison 2025” might generate information about current top models in different price categories, key features and specifications to consider, and recent technological advancements in smartphones.
As shown in the images, the feature provides concise, AI-generated purchase guidance. For refrigerators (냉장고), it offers specific buying tips about temperature consistency and food freshness. For robot vacuum cleaners (로봇청소기), it highlights key considerations like cleaning performance and navigation capabilities.
Below these AI summaries, users can browse actual product recommendations and filter options, but the core value is in the initial AI-generated shopping advice that helps consumers understand what features matter most for each product category.
While AI Briefing shows promise, its coverage remains limited at this early stage. Users will only see these AI-generated summaries for specific searches.
For instance, information might be available for popular entertainment content and major travel destinations, but not for more niche topics or less-visited locations.
NAVER has stated that they are actively working to expand coverage based on user feedback and search patterns.
NAVER plans to expand coverage to more search categories and keywords while enhancing personalization capabilities. They’re also working on integrating the technology across more NAVER services.
As these new features roll out, some older services are being discontinued. The Cue: answers in integrated search will be removed (though the separate Cue: service will continue). The shopping omnisearch service is also ending as NAVER focuses on its new AI capabilities.
NAVER’s AI Briefing introduces new SEO considerations beyond traditional ranking factors.
Different AI Briefing types impact various content categories—from informational websites and tourism content to e-commerce listings. The key challenge will be optimizing content to be recognized as a trusted, citation-worthy source for these AI-generated summaries.
As NAVER expands this feature, appearing as a referenced source in AI Briefings may become as strategically important as ranking high in conventional search results.
We should monitor which sources NAVER’s AI consistently references and adapt our content strategies accordingly.
Copyright © 2023 - 2025. Seoulful Connect. All rights reserved.
