What is AI-powered search?

Gone are the days of sifting through countless web pages of search results that may or may not be relevant to a visitor's needs. With generative AI, this new era is all about efficiency, accuracy, and tailored search experience.

But what is AI-powered search? AI-powered search engines are designed to make searching smarter and more efficient, leveraging the power of artificial intelligence to deliver highly relevant results.

Let us take Google for example, which usually handles 8.5 billion searches per day. With the popularity of AI chatbots growing, they have recently announced an AI makeover to their classic search engine, moving away from a plain search bar to a smarter AI-driven search engine.

So, let us explore the exciting possibilities that AI-powered search brings to the table for brands.

The simplest way to grasp AI-powered search is to take a step back and understand how it compares to basic search.

Basic search relies on matching a search term (also called a keyword) with the text of a website’s database. However, traditional search engines have their limitations. They rely on algorithms that are not always accurate or efficient in delivering relevant results.

AI-powered search, on the other hand, rapidly delivers hyper-relevant results based on user queries that are too unstructured and complex for basic search algorithms to intelligently comprehend and handle, therefore revolutionizing search.

The new AI-driven search technology includes machine learning, natural language processing, and other AI techniques that analyze extensive datasets, therefore enhancing search results over time. By integrating these technologies, AI-powered search engines not only deliver more accurate results, but also provide functionalities like automated query suggestions, tailored recommendations, and even visual search options.

This is achieved by leveraging a suite of integrated tools and optimization technologies, including:

• Natural language processing (NLP): Grasps query content from multiple data sources, and burrows deep within complex sources to learn about it. It also helps identify linguistic elements such as synonyms, nuances, and relations between words and phrases, enabling more effective voice search functionalities and conversational searches.
• Machine learning (ML) algorithms: AI algorithms play a crucial role in AI-powered search by learning from user interactions. They can adapt to changing user preferences and trends, ensuring the search results are always up-to-date and accurate.
• Faceting and filtering tools: Designed to find precise information in vast data collections.
• Entity extraction tools: Find and classify text data elements into pre-set categories (for example - object type, names, products, etc.).
• Semantic search: Understands the context and meaning of words and phrases used in search queries by using natural language processing and machine learning. This provides more relevant search results.

AI search engines use rich APIs and components to seamlessly embed content search, guided navigation, and promotion into any web site. These are governed by customized context-aware rules that use predictive, type-ahead functionality in milliseconds. This helps deliver relevant content suggestions in real-time.

Smart search, another term for AI-powered search, offers several benefits over traditional search methods. Here are a few:

• Improved accuracy: AI-powered search engines deliver more accurate search results by understanding the context and intent behind a search query.
• Personalized results: AI-powered search engines can provide personalized search results based on a user's real-time search preferences.
• Efficient information retrieval: AI-powered search engines can quickly sift through vast amounts of data to find the most relevant information, making the search process more efficient and user-friendly.
• Better user experience: By delivering more accurate and personalized search results, AI technology helps provide a better user experience.

AI-powered site search is already proving its value and delivering some impressive results. For example, just one month after implementing an AI-powered site search for Sitecore.com, we experienced 50% more results being returned for some top keywords and a 25% increase in click-through rate (CTR). We are also accessing several new capabilities including:

• Real-time personalization
• PDF indexing
• Questions and answers
• Recommendation widgets
• Advanced conversion reporting

When it comes to the power of AI and search engines like Google’s AI and Microsoft’s Bing, there is plenty of valid excitement, but also some practical obstacles that must still be overcome.

However, when it comes to AI-powered site search for marketers, there is no need to wait for proof to validate its potential. Progressive, forward-looking brands that have embraced this transformative technology are improving site search utilization, increasing site search conversion rate, and enlarging site search revenue per visit.

In other words: they are leveraging AI-powered site search to transform casual e-commerce visitors into engaged, loyal, and long-term brand ambassadors. And really, isn’t that what digital marketing is all about?

Sitecore Search empowers brands to connect individual users with highly relevant content using AI-driven site search with features like:

• Tailoring content matching, sorting, and promotions to match the distinct requirements of each user's search.
• Improving user engagement through AI-powered rules that highlight specific content to meet business objectives or respond to customer input.
• Delivering speedy results with predictive, instant search suggestions, all powered by built-in AI-driven personalization.

What Sitecore Search customers are saying

LB Forsikring witnessed a remarkable transformation in their AI-powered search capabilities:

“Before Sitecore Search, 55% of all searches resulted in undefined results. This was mostly due to complex administration and maintenance."

"Sitecore search provides a fast way to deliver more precise search results and empowers our business with powerful tools to tailor the search experience to meet our customer’s needs."

Learn more about Sitecore Search.