Have you also gotten used to searching starting with a question — and a few seconds later giving you exactly the answers you're looking for?
The days of endless clicking around webshops to find information are over. Today, answers are served directly in an AI Summary or generated by an LLM model in seconds.
But how do you handle the development if you run e-commerce, where the focus has traditionally been on fast and accurate results — rather than guidance, explanations, and needs clarification?
Modern users increasingly expect search engines to understand their intent, ask relevant clarification questions, and help them move towards the right solution. Therefore, search is moving towards more semantic, context-understanding, and dialogue-based experiences.
It is no longer enough just to display results. Future search platforms must be able to understand the context and dynamically adapt the experience to the individual situation.
But that's easier said than done. How do we build search solutions that give users the conversation and guidance they expect?
Does the user want to find a specific product that should quickly be added to the cart?
Do they want to be guided to a product they don't yet know?
Or are they looking for inspiration and new knowledge?
Watch this video with Klaus Petersen, our CTO, and Brian Holmgård Kristensen, CPO at Relewise, where they discuss the interesting perspectives on AI's significance for modern search.
The conversation revolves around a new hybrid approach to search — where classic searching, conversational interfaces, and AI-assisted navigation merge into experiences that adapt to the user's needs in real-time.