Naver Plus Store app home screen showing gift ideas suggested by its Gift Agent. Photo courtesy of Naver
Naver (035420.KS) said Sunday it has added a gift recommendation feature called “Gift Agent” to the “AI Shopping Agent” on its Naver Plus Store app, marking Korea’s Family Month in May.
The Gift Agent helps users discover optimal gifts through natural, everyday conversations with the AI Shopping Agent. On the Naver Plus Store home screen, users can encounter gift ideas proactively proposed by the Gift Agent without having to enter search terms. For example, it presents various gift themes along with suggestions such as, “Parents’ Day is in three days. Shall we prepare a gift together with the Shopping Agent?”
Users can also use the AI Shopping Agent, pinned to locations including the Naver Plus Store app’s search bar, to shop for gifts across various situations. When users request gift recommendations for specific situations through everyday conversation, without using specific product search terms, the Gift Agent is activated and presents optimal shopping themes and products.
For example, when asked, “Recommend a gift that can help my child’s concentration,” the agent displays theme-based gift ideas such as “#Time to Find the Joy of Immersion (blocks, puzzles)” and “#Moments When the Power of Thinking Grows (board games).” For questions mentioning general preferences like “Recommend a gift for my coffee-loving dad,” the agent presents not only fitting products such as coffee beans or drip bags, but also a variety of gift ideas subdivided into “home cafe hobby themes,” including home cafe machines and electric grinders.
Notably, the Gift Agent goes beyond simply listing products, offering gift-specific recommendation rationales based on analysis of Naver’s diverse shopping information and review data. It supports purchase decisions by summarizing key information to consider when giving gifts, including products that received satisfied reviews for gift purposes, items from official stores, and packaging and engraving services.
“Gift-giving is a high-involvement activity that requires comprehensively considering preferences, budget, and event context, making it an area ideally suited for the AI Shopping Agent to assist with exploration and comparison,” said Lee Jung-tae, Naver’s Shopping Search & AI Leader. “We will continue to advance our conversational AI shopping features in line with various everyday events.”
Meanwhile, Naver’s AI Shopping Agent has been steadily improving in stability through continuous updates since its beta launch in February. Following the expansion of agent entry points and improvements to conversational features in early last month, the number of users and usage volume increased by 20% and 40%, respectively, while the click conversion rate on recommended products also rose, expanding the usability of agentic commerce.
In addition, Naver Plus Store is holding a “Family Month + Sale” event through Thursday. Naver Plus membership subscribers receive three first-come-first-served discount coupons daily at midnight through the Naver Plus Store app, along with discounts of up to 70,000 won ($51) based on purchase amount tiers.