Basic search is matching the text of your search term with the text in the document database – that could be in the form of a category, a specific product description or an FAQ page. No matter who is typing into the search bar, they will get the same results.

AI-powered search allows us to give each user highly personalised results, based not only on the browse and click signals sent by that user, but also on the signals sent by all prior users. We can learn from the user’s behaviour over time to deliver the next best action or recommendation, and the system can tune results in real time, based on the inevitable (but sometimes subtle) shifts in preferences.

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