Interview: Rethinking Site Search: How AI Is Changing the Way Shoppers Find Products (Video)

For years, shoppers had to play guessing games with your search bar.

They’d type things like “dress maxi woman” and hope for the best. Sometimes they got lucky. Most times, they bounced.

That’s because traditional site search was never designed to understand people. It matched keywords—not intent.

Now, thanks to AI, that’s changing.

In this interview with Rep AI CTO and co-founder Shauli Mizrahi—we explore the shift toward conversational search, what it means for eCommerce brands, and how you can get ahead of it.

The Limits of Keyword-Based Search

Keyword search made sense in a world where shoppers had to adapt to the machine. Not the other way around.

• It forced shoppers to think like a database
• It forced brands to stuff PDPs with every possible word combination
• And it forced both sides to accept friction as part of the process

AI is now flipping that model. Search is becoming more human—fluid, flexible, and able to interpret nuance.

What Is Conversational Search?

Conversational search is the natural evolution of how people interact with digital experiences.

Instead of typing:

“black waterproof backpack college”

They’re saying:

“I need a backpack that can survive the Mumbai rains—something durable, lightweight, and good for commuting.”

Shauli puts it simply: the shopper doesn’t need to think like your backend anymore. Your AI needs to think like the shopper.

It’s a shift from keywords to intent. From structured queries to dialogue. From static filters to dynamic assistance.

How It Works Behind the Scenes

In our interview, Shauli shared how Rep AI’s Product Finder powers this new search experience:

1. AI agents scan your entire catalog in real time
   Each one evaluates whether a product fits the shopper’s intent—even if that intent is vague or multi-layered.
2. The system dynamically narrows results
   If too many products match, it triggers follow-up questions to guide the shopper and reduce overwhelm.
3. Search becomes a rolling, natural conversation
   Just like an in-store associate would ask clarifying questions, Rep’s AI learns, adapts, and responds with increasing precision.

What Brands Should Do Differently

Shifting to AI-powered search isn’t just about swapping out your old tool. It requires a mindset change in how you build your product pages.

Shauli’s tips for brands:

• Keep your keywords—but stop relying on them
  The goal is no longer to “trick” the search engine. It’s to inform the AI.
• Add real-world context
  Include stories, reviews, FAQs, and user language. AI understands natural language best when it has substance to learn from.
• Choose tools that surface content gaps
  Smart search tools should tell you where shoppers are hitting dead ends—and help you fix that proactively.

Bonus: It Doesn’t Stop On Your Site

Conversational search isn’t just an on-site UX upgrade.

LLMs like ChatGPT, Claude, and others are quickly becoming discovery engines. That means your product pages need to be ready for answer engine optimization (AEO), not just SEO.

If a shopper asks ChatGPT to recommend a “waterproof leather daypack for summer hikes,” will your product be the one it picks up?

Only if your PDPs are rich, structured, and designed for AI consumption.

Bottom Line: Smarter Search = Smarter Business

This shift isn’t about trends—it’s about expectations.

Shoppers are getting used to search that understands them. If your site doesn’t, they’ll move on to one that does.

The takeaway?
The brands that make the leap to conversational search now won’t just reduce friction.
They’ll increase conversion, AOV, and long-term loyalty.

Watch the full interview with Shauli Mizrahi to learn how it all works—and how to get started.