Naver's recently launched AI Briefing ads carry a cost per click 30% higher than existing search ads — and still delivered a 30% lift in click-through rate and more than triple the purchase conversion rate.
The notable choice is placement. To avoid cannibalizing existing ad revenue, Naver applied AI ads selectively to informational keywords that had been difficult to monetize. Rather than moving commercially proven keywords onto AI surfaces, it created inventory where ads previously could not attach.
Building on those conversion rates, Naver plans to strengthen lock-in across its ecosystem, running from search through shopping, place listings and payment.
Growth outside advertising is steep as well. The AI tab, which powers personalized recommendations, passed 10 million monthly active users, with click-through rates on shopping and local content above 40%. Naver plans to keep adding vertical AI agents — real estate, browser, health — in the second half to shorten the discovery-to-purchase journey.
Judge on cost per conversion, not cost per click. A 30% higher CPC against 3x conversion means cost per conversion falls. But these results come from an early, informational-keyword surface; whether they hold as coverage extends to commercially competitive keywords needs separate validation.
Informational queries becoming monetizable affects content strategy. Where ads now attach to queries you previously answered organically, unpaid traffic can shrink.
Stronger lock-in raises the case for channel diversification. Completing search-to-payment inside one ecosystem improves performance while shifting negotiating leverage toward the platform.
For AI summaries entering ad units, see Naver Tests AI Summaries in Power Link Ads; for the citation economics behind it, see Naver's AI Briefing Cut Blogger Income by 40%.
Cost per click runs 30% higher than existing search ads, but click-through rate rose 30% and purchase conversion more than tripled.
Selectively on informational keywords that were previously hard to monetize, deliberately avoiding cannibalization of existing ad revenue.
More than 10 million monthly active users, with shopping and local content click-through rates above 40%.
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