{"@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 기자","published_at":"2026-03-26T01:18:09.000Z","updated_at":null,"language":"ko","article_type":"analysis","originality":"self_produced"},"content":{"headline":"\"클릭도 하기 전에 지갑이 열린다\"… 커머스 마케팅, 이제 AI가 먼저 판다","summary":"2025년 국내 광고시장과 온라인쇼핑 거래액 통계를 바탕으로, 네이버·무신사·에이블리·현대백화점 등의 AI 추천 및 쇼핑 어시스턴트 도입이 실제 매출 성장으로 이어지고 있다는 점을 분석한 기사다.","topics":["AI 마케팅","커머스","온라인쇼핑","광고시장","추천 알고리즘"],"geography":["KR"],"entities":[{"name":"네이버","canonical_id":"corp:kr:naver","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"무신사","canonical_id":"corp:kr:musinsa","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"에이블리","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":"현대백화점","canonical_id":"corp:kr:hyundai-department-store","type":"company","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":null}},{"name":"헤이디","canonical_id":"product:kr:heydi","type":"product","role_in_article":"mentioned","metadata":{"ticker":null,"parent":null}}],"claims":[{"id":"c1","statement":"2025년 국내 총광고비는 약 17조2000억원 규모였다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c2","statement":"온라인 광고 비중은 약 60%까지 올라왔다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c3","statement":"방송광고는 전년보다 약 13% 감소했다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":"previous_year_same_period","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c4","statement":"2025년 국내 온라인쇼핑 거래액은 272조398억원으로 역대 최대를 기록했다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":"all_time_high","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c5","statement":"온라인쇼핑 거래액 증가율은 4.9%로 낮아졌다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":"previous_year_same_period","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c6","statement":"모바일쇼핑 거래액은 211조1448억원으로 전체의 77.6%를 차지했다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"industry_estimate","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c7","statement":"국내 콘텐츠 기업의 생성형 AI 활용률이 2025년 상반기 20.0%로 집계됐다","as_of":"2025-H1","as_of_explicit":true,"as_of_raw":"2025년 상반기","source_type":"industry_estimate","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c8","statement":"광고산업의 향후 생성형 AI 활용 의향이 51.8%로 나타났다","as_of":"2025-H1","as_of_explicit":false,"as_of_raw":"2025년 상반기","source_type":"industry_estimate","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":null},{"id":"c9","statement":"네이버는 2025년 커머스 매출 3조6884억원을 기록하며 전년 대비 26.2% 성장했다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c10","statement":"네이버 스마트스토어 거래액도 10% 늘렸다","as_of":"2025","as_of_explicit":true,"as_of_raw":"2025년","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c11","statement":"네이버플러스 스토어의 AI 추천 영역 거래액은 2025년 4분기에 전 분기 대비 54.6% 증가했다","as_of":"2025-Q4","as_of_explicit":true,"as_of_raw":"2025년 4분기","source_type":"company_disclosure","comparison":"previous_quarter","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c12","statement":"N배송 거래액은 전년 대비 77% 늘었다","as_of":"2025","as_of_explicit":false,"as_of_raw":"전년 대비","source_type":"company_disclosure","comparison":"previous_year_same_period","type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c13","statement":"네이버는 2026년 2월 쇼핑 AI 에이전트 베타를 도입해 상품 요약, 비교, 리뷰 분석까지 대화형으로 제공하기 시작했다","as_of":"2026-02","as_of_explicit":true,"as_of_raw":"2026년 2월","source_type":"company_disclosure","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null}],"ai_emotional_context":{"valence":0,"arousal":0,"primary_emotions":[],"secondary_emotions":[],"emotional_triggers":[]},"image":{"url":"https://tech42.shoplic.cloud/wp-content/uploads/2026/03/267520145.png","alt":"스마트폰 커머스 앱 화면과 매출 성장 그래프, 추천 상품 목록이 떠 있는 이미지로 AI 기반 커머스 마케팅을 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