The South Korean internet company Naver is going to integrate artificial intelligence (AI) into its search engine later this year. It will use AI to serve users with different results that are customised to them. Search results will be customised based on personal data such as gender, age, past searches, past purchases and saved webpages. Using this information, the AI will try to work out the user's preferences and intentions and deliver more personalised search results. Users who do not want Naver to use their personal data to deliver customised search results will be able to opt out.