Naver Unveils 'Agent N,' Betting Big on Hyper-Personalized AI

Naver Launches Agent N: A Bold Step into Hyper-Personalized AI

Naver has unveiled Agent N, a groundbreaking AI assistant designed to manage users' digital lives. This move marks a significant push into the AI agent market, aiming to transform how people interact with technology. By integrating Naver’s services—from search and shopping to maps and finance—into a single AI-driven entity, the company is positioning itself as a leader in hyper-personalized AI.

Agent N is more than just another chatbot. It is an intelligent system that understands user needs and acts on them, serving as a digital concierge. Starting next year, Naver will roll out Agent N in phases, beginning with a dedicated shopping agent for Naver Plus Store users in Q1. By the end of the year, the AI will connect both internal and external services, allowing users to converse with Agent N instead of typing search terms.

The Power of Data: Naver’s Unique Advantage

Naver’s strength lies in its vast and reliable data infrastructure. With over 45 million monthly active users on the Naver app and 28.5 million on Naver Map, the company has access to high-quality, transactional data. This includes verified reviews, real-time reservation statuses, and inventory information directly linked to sellers. COO Kim Beom-jun highlighted that this data allows Agent N to provide truly hyper-personalized experiences based on users’ real-world interactions.

Unlike many large language models that rely on public internet data, Naver’s differentiated data gives it an edge. The company’s ability to leverage this data for informed AI actions sets it apart in the competitive AI landscape.

Expanding Beyond Personal Assistants: Industrial AI

Naver’s AI ambitions extend beyond consumer convenience. The company is targeting Korea’s manufacturing sectors, including semiconductors, shipbuilding, automobiles, and defense. By embedding generative AI models into industrial processes, Naver aims to accelerate AI transformation in these critical national industries. This initiative aligns with Korea’s goal to become one of the top-three global AI powerhouses.

The combination of Naver’s AI software capabilities with Korea’s industrial strength could position the country as a leader in AI innovation. However, the integration of AI into legacy systems and real-world deployment will pose significant challenges.

Investing in the Future: AI Infrastructure and Testbeds

To support its ambitious AI goals, Naver is investing heavily in data centers and computing infrastructure. The company plans to spend over 1 trillion won ($750 million USD) on graphics processing units (GPUs) by next year. These powerful chips are essential for training and deploying complex machine-learning models.

Additionally, Naver is developing a physical AI testbed connecting its second headquarters with Sejong data centers. These investments underscore the immense cost and computational power required to compete in the AI arms race.

Challenges and Opportunities

While Agent N promises to streamline digital life, it also raises concerns about data privacy and over-reliance on a single platform. For businesses, Agent N for Business offers integrated AI tools to optimize operations, but ensuring seamless adoption will be critical. Naver’s industrial AI push, while strategically important, will face complexities in real-world deployment. Despite these challenges, Naver’s bold vision and significant investments position it as a major player in the global AI landscape.