Naver Corp., South Korea’s leading online portal operator, aims to launch a search engine service that provides users customized content using artificial intelligence (AI) technology later this year.

At a press conference on Wednesday, Kim Kwang-hyun, who oversees research and development of search engine technology at Naver, unveiled the company’s plan to apply AI technology to Naver’s search engine to provide each individual user more bespoke information, saying that it is time for search engines to jump on the AI bandwagon in the Internet world.

Naver has already been managing a customized search function for news and shopping criteria, presenting different content results to users.

The Korean portal giant will allow its users who do not wish the online portal operator to analyze their personal data to opt out of the customized search service, Kim said.

Naver has already been providing tailored search results to users based on gender and age but the new service will analyze broader personal data set with AI technology to find out users’ preference and intention.

The online portal operator plans to show search results based on users’ preference and needs by analyzing documents saved on the users’ Web page, their past content preference record, as well as their purchasing records.

By Yoo Tae-yang and Lee Eun-joo

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