If you want your brand cited in Naver's AI Briefing, you need two channels, not one. You need content inside Naver itself, usually an official Naver Blog, and you need a website that Naver's crawler can read and trust. Since January 2026, 70% of everything AI Briefing cited came from Naver's own user-generated services: Naver Blog, Naver Cafe and the Q&A service Knowledge iN. News sites and outside web pages share what's left.
This guide is based on Naver's published figures and policies, plus robots.txt files we checked on October 4, 2026. Anymorph runs a brand's customer questions through Naver AI Briefing, Naver AI Tab, ChatGPT, Gemini and Google AI Overviews every day and records the answers and the sources they cite.
Key takeaways
- AI Briefing appeared on 27% of all Naver searches in July 2026. Naver plans to reach 40% by the end of the year.
- 70% of AI Briefing citations come from Naver Blog, Naver Cafe and Knowledge iN. If Korea matters to you, an official Naver Blog is close to mandatory.
- Naver Blog, Cafe and Knowledge iN block the search crawlers of ChatGPT, Perplexity and Claude in robots.txt. Content you publish there won't help you in those engines, so you still need your own site.
- For your website, the basics are Naver Search Advisor registration, sitemap and RSS submission, letting Naver's crawler (Yeti) in, and following Naver's five content principles.
- Naver doesn't give site owners an AI Briefing citation report. You have to pick your queries and check them yourself, repeatedly.
What is Naver AI Briefing?
AI Briefing is the AI summary at the top of Naver's integrated search results, with the sources it used listed alongside. It runs on HyperCLOVA X, Naver's own large language model, and went live on desktop and mobile on March 27, 2025. At launch Naver described four answer types: official and multi-source answers, short-form content, places and shopping.
It has grown fast.
| When | What changed |
|---|---|
| March 2025 | AI Briefing launches in integrated search |
| December 2025 | AI Briefing appears on more than 20% of all Naver queries |
| May 2026 | Official blogs of public bodies get an AI summary of who runs them ("AI source info") |
| June 2026 | Naver Mate starts paying creators by AI Briefing citations; the conversational AI Tab opens to all users |
| July 2026 | Coverage reaches 27%; ads start appearing in AI Briefing on July 21 |
AI Tab is a separate product. AI Briefing summarizes once above the search results. AI Tab is a conversational search that keeps going with follow-up questions and hands off to shopping and bookings. The two often answer the same question differently, which is why Anymorph has measured them as separate engines (Naver AI Brief and Naver AI Tab) since September 2026.
What does AI Briefing cite?
At a press briefing on May 28, 2026, Naver's Chief Data and Contents Officer, Kim Kwang-hyun, said that since January, Naver's user-generated content had accounted for 70% of all content cited in AI Briefings. Naver's argument is that posts written by real users carry the cultural context its AI needs to give useful answers.
The creator program points the same way. Naver Mate, launched in June 2026, picks about 3,000 creators a month from Blog, Cafe, Knowledge iN and Premium Contents based largely on how often AI Briefing cites them, and pays each at least 300,000 won a month. The creators selected in July had been cited 528 million times during May, the measurement month.
Naver's stated criteria for Mate are first-hand experience, expertise and a point of view of one's own. It expects those to matter more as simple, AI-written information pages multiply. In the same month, it started labeling official blogs of public institutions, universities and hospitals with an AI summary of who runs them. When an AI rewrites the answer, who wrote the source starts to matter more.
| Source type | What to know |
|---|---|
| Naver Blog, Cafe, Knowledge iN | 70% of citations in 2026; first-hand, expert posts do best |
| News, official bodies, outside websites | Compete for the remaining 30%; pages must be in Naver's web index first |
| Places, shopping | Shown as separate place and shopping answer types |
Can your website be cited too?
Yes, but you're competing with news and official sources for the remaining 30%, so the basics come first. A web page can only be cited if Naver has collected it, and Naver's web search works from what its crawler, Yeti, fetches.
- Register your site in Naver Search Advisor, verify ownership, submit your sitemap and RSS feed, and request collection for new pages.
- Don't block Yeti in robots.txt, and make sure your CDN or firewall bot rules don't block it either.
- Give every page its own title and description. Search Advisor explicitly warns against using the same title across pages.
- Put key information in text, not images. Crawlers struggle to read text inside images.
Then there's content quality. Search Advisor's content guidelines list five principles:
| Principle | What Naver asks you to check |
|---|---|
| Expertise and experience | Does the page show real experience and knowledge, and cite official data or statistics? |
| A consistent topic | Is more than half of the site about its core topic? Are products compared fairly, pros and cons? |
| Honesty and transparency | No copying or exaggeration; AI-assisted pages carry the operator's own view; sources are linked |
| Readable structure | Can readers find the answer fast through headings, short paragraphs and lists? |
| Ongoing maintenance | Are prices and policies current, and is the site still publishing? |
Will ChatGPT see your Naver Blog posts?
Mostly, no. When we checked Naver's robots.txt files on October 4, 2026, Naver Blog blocked OpenAI's OAI-SearchBot and GPTBot, PerplexityBot, Anthropic's ClaudeBot and Claude-SearchBot, and Google-Extended. The file says outright that bot access for AI training and retrieval-augmented generation (RAG) is prohibited. Knowledge iN blocks the same bots, and Naver Cafe blocks every crawler, Googlebot included.
| Channel | Google Search (Googlebot) | ChatGPT search (OAI-SearchBot) | Perplexity (PerplexityBot) | Claude search (Claude-SearchBot) | Gemini app grounding (Google-Extended) |
|---|---|---|---|---|---|
| Naver Blog | Allowed | Blocked | Blocked | Blocked | Blocked |
| Naver Cafe | Blocked | Blocked | Blocked | Blocked | Blocked |
| Knowledge iN | Allowed | Blocked | Blocked | Blocked | Blocked |
| Your website | Your call | Your call | Your call | Your call | Your call |
OpenAI says sites that opt out of OAI-SearchBot won't be shown in ChatGPT search answers, though they can still appear as navigational links. Google doesn't use content that blocks Google-Extended for training Gemini or for grounding answers in the Gemini app. So a Naver Blog post can reach Naver AI Briefing and Google Search, but it's unlikely to become a source for ChatGPT, Perplexity, Claude or the Gemini app.
That means brands in Korea should split the job. Naver Blog plus your website covers Naver. Your website, open to all AI search crawlers, covers everything else. Our guide to AI crawlers and robots.txt has the bot-by-bot details and the settings of other Korean platforms.
Where to start
An official Naver Blog
- Focus on one or two topics your brand can answer in depth. Naver recommends keeping more than half of a site's posts on its core topic.
- Title posts with the questions customers actually search, and answer in the first paragraph.
- Add your own tests, photos and numbers. Posts that only summarize other posts don't fit Naver's Mate criteria either.
- Say clearly in the blog intro and profile that it's the brand's official blog.
- When prices or policies change, update the old posts too.
Your website
- Register in Search Advisor, submit your sitemap and RSS feed, and request collection for new pages.
- Allow Yeti and the major AI search crawlers in robots.txt.
- Build text pages only your brand can answer accurately: products, pricing, comparisons, FAQs.
- Show a published and updated date on each page, and fix outdated details right away.
Measurement
- Pick 20 to 50 queries your customers type into Naver, mixing category, comparison, problem and brand questions.
- For each query, record whether AI Briefing appears, which sources it cites, and whether your brand and competitors show up.
- Re-check the same queries the same way every week. AI Briefing doesn't give the same answer every time.
Search Advisor reports how Naver collects and indexes your site, but not how often AI Briefing cites it. Anymorph Monitor measures Naver AI Briefing and AI Tab on the same day and with the same questions as ChatGPT, Gemini and Google AI Overviews, and shows the sources each answer cited, as they appeared.
How are AI Briefing ads different from citations?
Naver began showing ads in AI Briefing on July 21, 2026. They're labeled as ads and appear below the summary, and regulated categories such as medical ads are restricted. A companion product, AI Briefing ADVoost, extends ads to related queries without the advertiser choosing keywords. Ads buy you a slot on the page. The sources the summary relies on still have to be earned with content.
FAQ
How do I check whether AI Briefing cites my page?
Search the query on Naver and look at the source list under the AI Briefing. Answers shift from day to day, so check over several days, not once. If you track many queries, automate it.
What's the difference between AI Briefing and AI Tab?
AI Briefing is the summary above Naver's search results. AI Tab, open to all users since June 2026, is a conversational search that continues into follow-up questions, shopping and bookings. Naver said AI Tab passed 10 million users in mid-July. Because the two answer differently, measure them separately.
Is a Naver Blog enough?
For Naver AI Briefing, a blog is the biggest door. But Naver Blog blocks the search crawlers of ChatGPT, Perplexity and Claude, so it won't help you in those engines. Korean consumers use ChatGPT and Gemini too, which is why you also need your own site.
Won't being cited in AI Briefing cost me clicks?
Some people will read the summary and leave. Naver says that, comparing June 2026 with February 2025 (before AI Briefing), AdPost payouts to bloggers grew about 14% and its total creator support roughly doubled. Even on queries where clicks fall, being one of the named sources keeps your brand in the answer.
Sources
- NAVER, Present an evolved AI Briefing of Naver Search (May 2025)
- Maeil Business, Naver will introduce the AI search service "AI Briefing" (March 2025)
- NAVER, CDO Kim Kwang-hyun Reveals Data & Content Strategy for the AI Era (May 2026)
- Electronic Times, Naver Mate citations in AI Briefing up 48% (July 2026, Korean)
- AI Times, Naver AI Tab passes 10 million users (July 2026, Korean)
- News1, Naver to show ads in AI Briefing (June 2026, Korean)
- NAVER, Blog creators' income grew in the AI era (August 2026, Korean)
- Naver Search Advisor, Content guidelines (Korean)
- OpenAI, Overview of OpenAI Crawlers
- Google, List of Google's common crawlers