Recently, in the digital advertising industry, search advertising is attracting attention because the use of third-party data provided by Google and Apple is restricted. Search ads appear as an alternative to ad targeting based on third-party data as users directly enter the keywords they are interested in. With the emergence of generative AI services such as ChatGPT, where a large language model (LLM) is applied, and search+suggestion technology, an AI-based recommendation function, search advertising should become more sophisticated.
Currently, Microsoft is the most active company in the field of AI-based search services, and it is challenging the stronghold of Google, which has long dominated the search engine market, by applying ChatGPT to its Bing search engine. . In Korea, Naver announced plans to launch “Search GPT”, a generative AI service specializing in search based on HyperClova, and Kakao previously released “KoGPT”, a specialized language model for Korean in 2021. , the three telecommunications companies are also accelerating the development of AI technology and the expansion of services.
Incross predicted that when generative AI services like Chat GPT are applied to search engines, the shape of search ads will also change. Unlike the existing method of listing results sequentially according to rules when searching for keywords, the company explained that it reduces consumers’ time and effort to search for information by only displaying selectively only the information they wanted. At this point, if you enter a specific keyword in the search and chat window, it is possible to display related product information at the bottom of the result, or display content or links related to the question at the stage of checking AI’s answer.
In the shopping industry, AI technology is being actively applied in various fields such as planning and recommending products and customer requests. Based on Hyperclova, Naver introduced an AI Product Planning Manager (MD, Merchandiser) to select and organize products for sale. Additionally, SSG.com uses a chatbot with natural language processing and text analytics technology, which identifies customer intent and presents appropriate responses even in abstract and ambiguous expressions.
In the case of shopping mall search, there are many instances where search technology is applied so that customers can easily find suitable products. The most representative Surgest AI solution is “Amazon Personalize” from Amazon Web Services (AWS), and Musinsa is known to use the technology in Korea.
Curation commerce is also emerging, where the AI recommends the best product first, even if the customer isn’t searching. 11st supports “effortless shopping” that features products that require AI first, and SK Telecom’s AI-powered text commerce T deal uses machine learning throughout the process. analysis of customer response, target extraction and SMS sending. loop’ that was applied. TDil’s feedback loop becomes increasingly sophisticated as customer responses to text messages and purchase data accumulate.
Meanwhile, Incross analyzed that digital advertising companies should also prepare new growth engines as the AI adoption craze intensifies in the marketing industry. In this regard, Incross uses AI in all of its digital marketing services, such as the development of an AI-based text commerce agreement with SKT in April 2020 and the acquisition of the technology company. Solutionion advertising before entering the search advertising market in the second half of last year. is given as an example.
editor@itworld.co.kr
