South Korean food company CJ CheilJedang Corp. has launched a generative artificial intelligence (AI) feature on its online mall to adapt to the changing digital landscape.

The company said Monday it began operating a conversational, natural language search service called Fai on its online platform, CJ The Market, on May 22.

The service aims to move beyond the limitations of keyword-based search and offer consumers a more intuitive and streamlined way to discover healthy food options.

Fai combines “food” and “AI,” reflecting its focus on combining food trends with emerging technologies to deliver more personalized and differentiated customer experiences.

Unlike conventional search tools that require knowledge of exact product names, Fai supports open-ended, conversational queries. Users can start with simple questions and receive relevant results.

The tool also enables quick access to details such as nutritional content, allergens, and ingredients, eliminating the need to check each product page.

It supports health-focused comparisons, highlighting products with lower calories or higher protein.

By analyzing user data such as search behavior and product reviews, Fai provides tailored recommendations aligned with personal dietary preferences and specific contexts.

[ⓒ 매일경제 & mk.co.kr, 무단 전재, 재배포 및 AI학습 이용 금지]