South Korean tech giant Naver Corp. is stepping up its push into immersive media with plans to introduce AI-powered video technologies and an XR content platform later this year. During a showcase at its Vision Stage studio inside the company’s Seongnam headquarters, a virtual astronaut appeared on screen, symbolizing Naver’s ambition to redefine how content is created, delivered, and experienced in the digital era.
The company said it is expanding its Immersive Media Platform, a full-stack solution that supports everything from content production and preprocessing to transmission and playback. Building on more than a decade of video expertise—spanning services like NAVER TV Cast, NOW, and VLIVE—Naver aims to create a self-sustained live broadcast and XR ecosystem.
At Naver’s Immersive Media Platform Tech Forum, the company showcased how it is blending theater and technology to reshape content creation. During a live demo, a virtual astronaut waved and flashed a K-pop finger heart, controlled in real time by a staff member wearing motion-capture sensors in the adjacent Motion Stage studio. This demonstration reflected Naver’s broader goal: to equip creators with generative AI tools that make producing and sharing immersive content simpler and faster.
In the latter half of 2025, Naver is preparing to roll out two AI-powered tools, MUAi and AutoClipAi, to assist creators in producing content more efficiently. MUAi is designed to understand video context, automatically generate timelines, and offer customized viewing suggestions, while AutoClipAi will convert text-based materials—such as blogs, product reviews, and shopping posts—into concise video clips. Through these tools, Naver aims to simplify video production and make its content ecosystem more accessible to a wider range of creators.
Naver’s Vision Stage and Motion Stage studios form the backbone of its new media strategy. Vision Stage allows creators to film with customizable virtual backgrounds, supporting projects from e-commerce streams to film production, while Motion Stage focuses on real-time 3D animation and character streaming. These facilities are already attracting significant interest, with applications from CHZZK streamers surging tenfold between sessions, according to Naver.
The company is also expanding its mobile-first capabilities with PRISM Live Studio, a livestreaming app launched in 2019. The platform supports 3D avatar-based streaming, offers an AI script feature that converts speech into text, and sees over 130,000 live broadcasts daily. Combined with Naver’s AI Encode technology, which reduces transmission loads by up to 30% without compromising quality, the company is positioning itself as a leader in stable and scalable streaming solutions.
Naver is also setting its sights on the expanding extended reality (XR) space, which covers augmented, virtual, and mixed reality technologies. The company plans to introduce an XR content platform for android within the year, giving users access to CHZZK streams, K-pop performances, gaming content, and virtual artist experiences through smart glasses and headsets. In addition, Naver has joined Project Moohan, the XR headset initiative by Samsung and Google, highlighting its focus on delivering immersive content and media experiences while leaving hardware development to global tech rivals.
By linking generative AI tools with immersive media, Naver hopes to bridge the gap between online and offline experiences. The company’s long experience with real-time interaction and livestreaming gives it an advantage in adapting its services to future XR devices. Executives emphasized that once XR adoption accelerates, Naver will be ready to transfer its content ecosystem seamlessly to the new platforms.
Image credits: Naver
