A fundamental shift in technology is changing this dynamic. Artificial intelligence is moving online shopping away from keyword matching and toward a conversational, consultant-based model. Today, 45% of Americans use AI to help them shop, according to a survey published earlier this year by the National Retail Federation.

The difference between using traditional search and AI search comes down to the way people approach the two types of services. In a Google search, most people type in a couple of keywords to describe what they’re looking for, and then use the suggested filters to refine the results or try a new search. I’ve always found it a bit hit or miss. But with AI search, users have been trained to interact with these services, such as ChatGPT, Claude and Gemini, as if they were talking to another person. So the requests are richer in detail and context, which may mean the AI can do a better job of finding what you want.

The two methods are fundamentally different. Traditional search engines act like massive digital indexes: if you type in “waterproof jacket,” the system simply hunts for those exact words. AI platforms, on the other hand, rely on conversational context. Instead of just matching text, the AI looks at your entire input to figure out the actual intent behind your words, translating your needs into product specifications.

When you talk to an AI, it breaks down your request by looking at the specific guardrails you’ve set, such as a budget or a particular brand. It then combs through a massive pool of real-world information from across the web, weighing manufacturer descriptions against actual reviews and user feedback. Ultimately, it filters out the noise to give you recommendations that fit your exact situation.

Of course, this all means more information from you as well. To make this manageable, get in the habit of using voice instead of typing. Just look for the microphone icon in the chat window (phone and computer) and tap or click to activate it.

To get the best results from a conversational engine, spoken prompts should avoid short keywords. Use natural language instead. Be sure to include any non-negotiables such as a price limit or feature. Feel free to describe why you want the item, and let the AI translate that into specifics, because after all, that’s its job.

If you want to bypass retail giants and discover new options,know that AI will automatically include a gamut of sources based on products that fit your requirements and have reliable reviews. You can also ask for resale items and those that are on sale. However, AI can still be tricked by fake reviews and other scams. You’ll still need to verify your final purchase. Hopefully, these issues will be solved in the future.

Once you’re comfortable with the process, you might want to consider a dedicated app like The Mall, which allows you to build your own virtual mall. Co-founder Ellie Konsker told TechCrunch, “Consumers were shopping across 20 tabs at once, signing up [their] emails for newsletters, and trying to be able to track brands and piece all that information together in real time. It’s hard, and it makes shopping a very frustrating process.

For now, you’ll have to join the waitlist, but once you’re in you’ll add your favorite brands from The Mall’s database of more than 10,000 brands. If you don’t see a favorite, you can add it by sharing the brand’s Instagram or TikTok account. The startup uses its own AI model to label the full catalogs it pulls in from retailer sites, which lets users search for specific products. It will alert you to price drops and restocks as well. Shoppers buy from the brands’ websites. The Mall does not take a commission, and it’s free to use. It relies on selling access to anonymized shopping data to brands, and eventually, ads.

Ultimately, AI is shifting the retail landscape away from search ads and keyword matching. By replacing short search terms with full conversations, you can shift the burden of product research onto the AI software.

Leslie Meredith has been writing about technology for more than a decade. As a mom of four, value, usefulness and online safety take priority. Have a question? Email Leslie at asklesliemeredith@gmail.com.