Naver and Kakao, the two central pillars of Korea’s platform industry, are moving the core of their artificial intelligence strategies toward AI agents. As they enter a phase in which AI is elevated from a supporting function to an execution主体, analysts say the center of gravity in platform competition is shifting. The key lies in structures where AI goes beyond understanding user requests to actually carrying out actions on their behalf. The very definition of AI’s role is being reshaped.
Naver is embarking on monetization experiments with its execution-oriented AI, “Agent N.” In the first quarter, it plans to launch a shopping agent that will handle the entire process—from search and product comparison to purchase decisions. In the second quarter, Naver will introduce an AI-dedicated tab within its integrated search, expanding connections with external services. The aim is to evolve search from a list of information into a system that links user intent with concrete actions.
Corporate-focused strategies are also set to accelerate this year. Naver is preparing “Agent N for Business,” which integrates previously fragmented enterprise solutions and data into a single business hub. This move is interpreted as an attempt to expand AI from a personal productivity tool into an execution layer for corporate operations. It signals a transition in which platforms move beyond simple intermediaries to intervening in decision-making and execution processes.
▲ Exterior view of Kakao headquarters [Photo = Kakao]
Kakao has opted for mass adoption through its messaging platform. It is integrating the on-device AI agent “Kanana in KakaoTalk” with the conversational AI search service “Kanana Search.” By combining an on-device approach that avoids sending personal data to servers with the high engagement time of a messenger platform, Kakao aims to strengthen contextual understanding and real-time responsiveness. The strategy is to embed AI naturally as a constant conversational partner rather than positioning it as a separate service.
These developments foreshadow structural changes across the platform industry. If AI directly takes on execution roles across search, messaging, content, and commerce, existing user interfaces and revenue models could be fundamentally transformed. This shift is seen as a signal that the basis of platform competition is moving away from the number of features or sheer traffic volume toward execution capability and trustworthiness.
The game industry is also entering the sphere of this transformation. Industry players view this year as a turning point for business model change. As the limitations of monetization structures based on probability-based items become increasingly clear, strategies centered on season passes and cosmetic items are gaining traction. The industry is gradually shifting its focus from competition-heavy structures toward an emphasis on storytelling and cooperative play.
The spread of AI-driven game development is further accelerating industrial restructuring. As AI is increasingly used in creating characters, backgrounds, and scenarios, tangible effects such as reduced development costs and shorter production cycles are emerging. This lowers entry barriers for smaller developers while potentially transforming content production methods themselves. AI is moving beyond a supporting role to intervening directly at the design stage.
Looking ahead, AI agents are likely to become a new benchmark in platform competition. The key question will no longer be how intelligent a function appears, but how reliably it can execute tasks. The strategic choices made by Naver and Kakao indicate that Korea’s platform industry is shifting from technological competition to structural competition. In the AI era, the decisive battleground is becoming the redefinition of roles rather than the accumulation of features.
