[Edaily Reporter Lee So-Hyun ] Naver (NAVER(035420)) will launch a personalized Agent AI app that performs practical tasks—such as making reservations and shopping—on behalf of users within the year.

A key feature is that it is designed to directly handle tasks requested by users not only on Naver’s internal services but also on external websites. The company plans to expand its AI competitiveness by offering a service that goes beyond the information-providing capabilities of existing AI search to complete actual transactions, and to pursue entry into the global market in the future.

Choi Soo-yeon, CEO of Naver, stated during the Q3 2026 earnings call on the 12th, “Naver is preparing to launch a new personalized AI agent app that performs actual tasks on behalf of users by the end of this year.”

The new AI agent has a distinct role from the existing AI tab. While the AI tab is a service that leverages generative AI to enhance information discovery and response experiences, the personalized AI agent focuses on performing actual tasks based on user requests.

CEO Choi explained, “The personalized AI agent aims to provide a new user experience that goes beyond simply helping users find the information they need—it will proactively take care of necessary tasks or perform tedious tasks on their behalf.”

Expanding Beyond Naver to External Sites… With Action-Oriented AI

The key differentiator Naver highlights is its integrated service ecosystem, which connects everything from search to transactions. The company explains that by linking services such as Shopping, Places, Reservations, Maps, and Naver Pay through its own application programming interfaces (APIs), it can quickly process user requests.

The strategy involves combining users’ search and review data with Naver Pay payment and membership transaction histories to understand individual user intent and connect recommendations to actual purchases and visits.

In particular, the company is preparing to perform tasks even on external sites that are not integrated with Naver services.

CEO Choi stated, “We are preparing to enable the agent to directly process user requests—even for external services that are not integrated—within an isolated browser environment,” adding, “We will also gradually expand official integrations and partnerships with external partners to build an ecosystem that broadens the scope of services the agent can safely execute beyond Naver.”

This means the system will support not only AI calling APIs for Naver’s internal services but also using external services directly within the browser. However, details on which external services will be supported and the exact scope of operations have not yet been disclosed.

Since the AI acts on behalf of users, security and control features have also been strengthened. Critical steps, such as payments and reservation confirmations, are designed to require direct user approval, and actions like sending emails or adding events to calendars are set up to require confirmation before execution.

In addition to implementing user-specific isolation zones and data encryption, the system is configured to combine Naver’s proprietary AI models with external models based on specific roles, while ensuring that conversations with users are handled exclusively by Naver’s models.

CEO Choi stated, “As agents act on behalf of users more frequently, trust and security will become key criteria for choosing a service,” emphasizing Naver’s long-standing experience in operating both search and payment services as a competitive advantage.

“Expanding to Japan, the U.S., and Europe”… Potential for Global Expansion

During the Q&A session of the conference call that day, the unique features of the personalized AI agent and the potential for a global launch emerged as key topics of interest.

Regarding the new service’s specific features and overseas launch plans, CEO Choi explained, “The core of our agent strategy lies in connecting our existing data—from search to shopping, Places, reservations, Pay, and UGC—to accurately understand user intent and then quickly and efficiently execute actions based on AI APIs. This is our agent’s core competitive advantage.”

He went on to emphasize that the trust built on Naver IDs and the company’s data protection capabilities—leveraging its own data centers—will serve as strengths in expanding the ecosystem to external services.

He also left the door open for overseas expansion. CEO Choi stated, “We currently have diverse ecosystems in Japan, the U.S., and Europe, and we believe our Agent environment possesses significant service-related strengths; therefore, we anticipate that we will be able to expand into global services in the future.”