2022/10/20

⏱ 3mins 

Essential technology for commerce/content platform, Seargest (search+suggest)

Do you know “Seargest (search+suggest)” that provides hyper-personalized search and recommendation functions based on user data? Seargest is a combination of AI search and recommendation functions. Non-face-to-face culture is spreading and it is already being applied to our daily lives.

Now, beyond the era of TV broadcasters, Seargest is the most effective in increasing customer service satisfaction and corporate sales, as well as YouTube and OTT services that allow users to view content that suits their tastes anytime, anywhere, and online shopping platforms that are easily used non-face-to-face. It has established itself as an essential technology that has a great impact .

There are two main reasons why hyper-personalized search and recommendation technology is becoming more important in content and commerce platforms.

• 🔎 The search function helps users find the information they are looking for , even amidst the flood of information online.

• 📈 Increases service usage time and purchase conversion rate by recommending content or products that fit the user's taste

So, how is the search and recommendation technology, Seargest, being used in real business? Let's look at the examples of various companies.

Seargest application case of content-commerce platform

1. Amazon

Amazon, which operates a global shopping platform service, automatically translates appraisals in languages other than English to find suitable products and induce customers to purchase. For example, when you enter “when it is chilly” in the search bar, clothes that can be worn warmly are displayed as search results. Just as we think of long-sleeved T-shirts or coats when we think of chilly weather, AI understands search terms in the same way. By applying AI to product search like this, it is possible not only to correct typos and translate, but also to derive the most appropriate search results based on the meaning of vague and complex keywords based on natural language processing .

IN ADDITION, AWS, THE WORLD'S LARGEST PUBLIC CLOUD SERVICE CREATED BY AMAZON, HAS LAUNCHED 'AMAZON KENDRA', AN INTELLIGENT SEARCH SERVICE BASED ON AI TECHNOLOGY DEVELOPED BASED ON ITS PLATFORM, AND 'AMAZON PERSONALIZE', A PERSONALIZED RECOMMENDATION SERVICE.

2. YouTube

YouTube is an app where AI recommendation technology shines so much that it becomes a synonym for 'AI algorithm' . As a result of WiseApp's research, YouTube has become an inseparable part of our lives to the extent that it was selected as the app that Koreans use the most. It is no exaggeration to say that the success of YouTube is actually the power of AI.

YouTube CPO Neil Mohan also said in an interview with the New York Times last year that “the total viewing time has increased by more than 20 times since the introduction of AI algorithms on YouTube .” The use of the platform is naturally maximized by recommending content that suits users' tastes with the hyper-personalized Seargest technology.

3. Naver

Naver, which has the No. 1 market share in domestic portals, is also actively using Seargest, a search and recommendation technology. Naver is advancing smart block, knowledge interactive, omni search, video scene search function, and web search results through the Air Search search function. In particular, among the Air Search search functions, 'Smart Block' reflects the search user's intentions and preferences, and shows the optimal customized search results for each user by segmenting them into smart blocks . The user's experience is improving as AI discovers the user's search intent and exposes hyper-personalized content.

In addition, Naver has also launched the '4U' tab, an AI shopping curation space that collects the interests and tastes of individual users by using its AI-based product recommendation technology to strengthen its curation service. It shows items that fit your interests and tastes in real time among the approximately 1 billion product database (DB) in Naver Shopping, which is expected to maximize the lock-in effect that binds customers.

4. BRANDI

Fashion tech company 'Brandi' also signed a contract to introduce and use a recommendation service with Upstage, an AI startup , in September to advance a hyper-personalized recommendation solution.

Brandy recommends hyper-personalized products from the first page of the app by analyzing personal tastes and products based on user data through the recommendation AI solution provided by Upstage. The performance of Upstage's recommendation AI was more than 1.5 times better than the global company A's recommendation solution in various indicators such as click rate and sales-related transaction conversion rate during the verification process with Brandy, revealing its influence as an essential technology for sales growth. .

In particular, the upstage AI Pack enables companies to introduce and maintain AI with only a solution fee, not a billion-dollar construction project as before. can be introduced.

5. LG U+ (U+tv)

LG U+, which provides U+tv service, is also actively using search and recommendation technology. In order to strengthen media competitiveness, LG U+ has started to develop 'AI-based emotional content search technology' that recommends content according to customers' emotions using Upstage's AI deep learning algorithm .

By analyzing data from U+tv, we classify content by keywords based on various emotions that customers feel, so that customers can more easily search for or receive recommendations for content that fits their emotions . In the past, content was classified by genre, but by including sentiment words, it recommends suitable content even when a user searches for 'eerie movie' or 'emotional movie', enabling a truly customized service that matches the user's delicate emotions. Seargest (search/recommendation), which can accurately identify customer needs and create better services, is being used by various companies to innovate the user experience.

concluding

This ever-evolving AI technology is increasingly having an impact across industries and in our daily lives. We anticipate how the search and recommendation technology Seargest (search+suggest), which is spreading around content and commerce platforms, will shine in various industries in the future, and AI technology that is permeating our daily lives is useful for many people. I hope it can be put to good use.

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