{"@context":"https://neupai.io/schema/v0.2","@type":"StructuredNewsArticle","identity":{"article_id":"tech42_20260326_ai-commerce-marketing-recommendation","canonical_url":"https://www.tech42.co.kr/%ed%81%b4%eb%a6%ad%eb%8f%84-%ed%95%98%ea%b8%b0-%ec%a0%84%ec%97%90-%ec%a7%80%ea%b0%91%ec%9d%b4-%ec%97%b4%eb%a6%b0%eb%8b%a4-%ec%bb%a4%eb%a8%b8%ec%8a%a4-%eb%a7%88%ec%bc%80%ed%8c%85/","ai_url":null,"publisher":{"name":"테크42","domain":"www.tech42.co.kr","type":"online"},"author":"김광우","published_at":"2026-03-26T01:18:09.000Z","updated_at":null,"language":"en","article_type":"analysis","originality":"self_produced"},"content":{"headline":"\"Wallets open before you even click\"… In commerce marketing, AI now sells first","summary":"Based on 2025 statistics on Korea's advertising market and online shopping transaction volume, this article analyzes how the adoption of AI recommendation and shopping assistants by Naver, Musinsa, Ably, Hyundai Department Store, and others is leading to actual sales growth.","topics":["ai marketing","commerce","online shopping","advertising market","recommendation algorithm"],"geography":["KR"],"entities":[{"name":"Naver","canonical_id":"corp:kr:naver","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"Musinsa","canonical_id":"corp:kr:musinsa","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"Ably","canonical_id":"corp:kr:ably","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"4910","canonical_id":"product:kr:4910","type":"product","role_in_article":"mentioned","metadata":{"ticker":null,"parent":null}},{"name":"Hyundai Department Store","canonical_id":"corp:kr:hyundai-department-store","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"Heidi","canonical_id":"product:kr:heydi","type":"product","role_in_article":"mentioned","metadata":{"ticker":null,"parent":null}}],"claims":[{"id":"c1","statement":"Korea's total advertising spending in 2025 was approximately ₩17.2 trillion","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"industry_estimate","comparison":null,"type":"fact","figures":{"value":17000000000000,"unit":"KRW","approximate":true,"converted":null},"expiry_hint":null,"insight":null},{"id":"c2","statement":"The share of online advertising rose to about 60%","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"industry_estimate","comparison":null,"type":"fact","figures":{"value":60,"unit":"%","approximate":true,"converted":null},"expiry_hint":null,"insight":null},{"id":"c3","statement":"Broadcast advertising declined about 13% compared to the previous year","as_of":"2025","as_of_explicit":false,"as_of_raw":"2025","source_type":"industry_estimate","comparison":"previous_year_same_period","type":"fact","figures":{"value":-13,"unit":"%","approximate":true,"converted":null},"expiry_hint":null,"insight":null},{"id":"c4","statement":"Korea's online shopping transaction volume reached a record ₩272.0398 trillion in 2025","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"industry_estimate","comparison":"all_time_high","type":"fact","figures":{"value":272039800000000,"unit":"KRW","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c5","statement":"The growth rate of online shopping transaction volume slowed to 4.9%","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"industry_estimate","comparison":"previous_year_same_period","type":"fact","figures":{"value":4.9,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c6","statement":"Mobile shopping transaction volume reached ₩211.1448 trillion, accounting for 77.6% of the total","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"industry_estimate","comparison":null,"type":"fact","figures":{"value":211144800000000,"unit":"KRW","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c7","statement":"The generative AI utilization rate among domestic content companies was recorded at 20.0% in the first half of 2025","as_of":"2025-H1","as_of_explicit":true,"as_of_raw":"first half of 2025","source_type":"industry_estimate","comparison":null,"type":"fact","figures":{"value":20,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c8","statement":"Intent to use generative AI in the future within the advertising industry stood at 51.8%","as_of":"2026-03","as_of_explicit":false,"as_of_raw":"first half of 2025","source_type":"industry_estimate","comparison":null,"type":"estimate","figures":{"value":51.8,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c9","statement":"Naver posted commerce revenue of ₩3.6884 trillion in 2025, up 26.2% year-on-year","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":{"value":3688400000000,"unit":"KRW","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c10","statement":"Naver's Smart Store transaction volume also grew 10%","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":{"value":10,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c11","statement":"Transaction volume in the AI recommendation section of Naver Plus Store increased 54.6% quarter-on-quarter in Q4 2025","as_of":"2025-Q4","as_of_explicit":true,"as_of_raw":"Q4 2025","source_type":"company_disclosure","comparison":"previous_quarter","type":"fact","figures":{"value":54.6,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c12","statement":"N Delivery transaction volume grew 77% year-on-year","as_of":"2025","as_of_explicit":false,"as_of_raw":"year-on-year","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":{"value":77,"unit":"%","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c13","statement":"In February 2026, Naver introduced a beta version of its shopping AI agent, which began offering conversational product summaries, comparisons, and review analysis","as_of":"2026-02","as_of_explicit":true,"as_of_raw":"February 2026","source_type":"company_disclosure","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c14","statement":"무신사는 2025년 3월 도입한 AI 상품 광고에 3500여개 브랜드가 참여했고, 이 가운데 95% 이상이 월 거래액 1억원 이하 소상공인 브랜드였다","as_of":"2025-03","as_of_explicit":true,"as_of_raw":"2025년 3월","source_type":"company_disclosure","comparison":null,"type":"fact","figures":{"value":3500,"unit":"brands","approximate":true,"converted":null},"expiry_hint":null,"insight":null},{"id":"c15","statement":"무신사 AI 상품 광고를 3개월간 활용한 소상공인 브랜드의 거래액은 전년 동기 대비 평균 6.5배 증가했고 광고수익률은 평균 500%를 기록했다","as_of":"2025","as_of_explicit":false,"as_of_raw":"전년 동기","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":{"value":6.5,"unit":"multiple","approximate":true,"converted":null},"expiry_hint":null}],"ai_emotional_context":{"valence":0,"arousal":0,"primary_emotions":[],"secondary_emotions":[],"emotional_triggers":[]},"image":{"url":"https://onjblseywainslkhvkav.supabase.co/storage/v1/object/public/article-images/c9b2627e-20bf-410d-8e73-4ef9e03030d8.png","alt":"스마트폰 커머스 앱 화면과 매출 성장, 추천 상품, 전환율 그래프가 함께 표시된 'AI가 먼저 판다' 문구 이미지.","caption":null,"source":"og_image","alt_status":"auto"}},"provenance":{"source_chain":["primary_reporting"],"original_source_url":null,"related_articles":[]},"temporal":{"freshness":"recent","next_update_expected":null},"access":{"license":"neupai_standard","attribution_required":true,"structured_data":"free","full_text_available":false,"full_text_access":null}}