▶ Beyond simple keyword searches: Natural language search for precise customer needs
▶︎ Even complex queries solved—‘genser’ uncovers hidden customer intent
▶︎ “Why was this product recommended?” Evidence-based search results build customer trust

AI and DX solutions specialist PLATEER (CEO Sang-Hoon Lee) announced on the 16th that its AI CX (Customer eXperience) division has provided the generative AI search solution ‘genser’ to Celltrion Mall. Celltrion Mall is a comprehensive online shopping platform that sells beauty and health functional food brands developed in-house by Celltrion based on advanced biotechnology. With the introduction of genser, Celltrion Mall aims to move beyond the limitations of traditional keyword search methods, uncovering customers’ hidden intentions and delivering a more satisfying shopping experience.

(PLATEER Provides Generative AI Search ‘genser’ to Celltrion Mall)

◆ From “Searching for Products” to “Products That Find You”

Until now, customers on Celltrion Mall had to manually enter keywords to locate the products they wanted. However, if they did not know the exact product name, or if they searched using a long and complex phrase such as “eye cream for reducing wrinkles around the eyes,” the results were limited to a simple list of items matching the keywords, making it difficult to find the exact product they were seeking. As a result, customers faced the inconvenience of having to review multiple items one by one, leading to a less satisfying shopping experience.

To resolve these issues and enable customers to find desired products more easily and conveniently, Celltrion Mall decided to introduce a natural language search feature. In particular, the mall selected genser, which not only displays relevant search results but also recommends suitable products, provides the reasoning behind each recommendation, and suggests associated keywords—reducing the burden of choice for customers while encouraging broader exploration. Furthermore, since genser is delivered as a SaaS-based solution, it could be implemented quickly, allowing Celltrion Mall to respond swiftly to market changes and enhance the overall customer experience.

(AI Search Function of Celltrion Mall Using ‘genser’)

◆ Understanding Customer Intent and Evidence-Based Recommendations

genser goes beyond simple keyword matching by performing multi-layered analysis of customers’ complex queries to uncover their true underlying intent. For example, a query such as “beach dress” can be expanded into related intents like “resort,” “summer,” and “lightweight fabric,” enabling the solution to suggest the most suitable products for the customer.

In addition, through its “evidence-based answers” feature, genser explains in natural language why a particular product shown in the search results is appropriate for the customer. This not only enhances trust in the search results but also helps accelerate purchase decisions. At the same time, by presenting related keywords, it encourages customers to continue their exploration more broadly.

◆ Enhancing Operational Efficiency and Evolving into an AI Agent

Celltrion Mall has seen positive signs following the adoption of genser, including a rise in click-through rates from search results. Unlike the previous system, which required significant operational resources to add or update new products, genser is expected to ease this burden through its automated system.

Currently, genser provides search services to logged-in members. Moving forward, it will evolve to deliver personalized search results in real time by remembering each customer’s profile, behavior, and search history. In the future, the solution is planned to advance into a full AI agent capable of handling the entire shopping process—from responding to specific requests such as “grocery shopping for soybean paste stew tonight,” to searching for products, adding them to the cart, and even suggesting substitute items.

Minsoo Yoo, Head of the AI CX SaaS Division, said, “We are delighted to contribute to innovating the search experience on Celltrion Mall. genser goes beyond simply finding products by accurately understanding customer intent and providing a more advanced search experience.” He added, “Going forward, genser will deliver hyper-personalized shopping experiences based on customer behavior data and evolve into a service that supports the entire shopping journey—maximizing customer satisfaction while creating new business value.”