Search is always changing and this means that businesses are always kept on their toes! With the increase of technologies like Generative AI (GenAI) and Retrieval-Augmented Generation (RAG), the way customers search for information is changing too.
This tech is transforming search from a simple query-response system into a dynamic experience that understands context and tries to provide in-depth answers. As a result, businesses must adapt to these changes to stay competitive. Here’s a look at how GenAI and RAG are altering customer search behaviour and how businesses can react.
What is Generative AI (GenAI)?
Generative AI refers to a type of AI that can generate new content or data based on existing info. GenAI can create original responses, including text, images, and even entire articles, by understanding patterns in data. It uses large language models (LLMs) to process vast amounts of information and provide answers that are conversational, detailed, and tailored to the user.
For customers, this means search experiences are becoming more intuitive and natural. Instead of typing out specific keywords, users can ask complex questions, and GenAI will deliver detailed responses that try to reproduce human interaction.
What is Retrieval-Augmented Generation (RAG)?
RAG combines the power of Generative AI with real-time data retrieval from external sources. While GenAI is good at creating responses from large datasets it’s trained on, RAG makes an answer better and more topical by using relevant information from external databases or the web. This combination allows users to get answers that are researched and relevant, backed by the most up-to-date info available.
How Customers’ Search Behaviour is Changing
Customers searching for products and services no longer need to rely on simple, keyword-based searches. Instead, they are asking more complex, conversational questions and expecting detailed, human-like responses. This shift means customers want answers, context, and guidance.
Advanced search tech can guess what users might need next, offering more info to help give customers even more guidance. For businesses, this shift demands a rethinking of how they give potential customers info.
How Businesses Can React
As GenAI and RAG transform customer search behaviour, businesses must adjust their digital strategies to meet new expectations. Here are a few ways businesses can respond effectively:
-
- Optimise Content for Conversational Search – Businesses should focus on creating content that answers complex queries that use natural language. Instead of stuffing web pages with keywords, create content that answers customer concerns in a detailed and easy-to-understand manner.
- Real-Time Data – Make sure websites and platforms are up to date, to appease the real-time data being used. Whether it’s product listings, blog content, opening times, or stats, providing the most up-to-date details will help you stay relevant for RAG.
- Focus on User Experience – user experience (UX) plays an important role in conversational search. Make sure a business website is easy to use and get around, mobile-friendly, and gets users the info they need. UX enhancements, like interactive content, voice search optimisation, and personalised recommendations, can improve user experience.
As customer expectations continue to change, staying ahead of these trends will be key to maintaining a competitive edge and providing the information and value that modern searchers demand. Keeping a close eye on the potential of GenAI and RAG, businesses can help you to exceed customer expectations in a smart way.
For more advice on your business’ search strategy, get in touch with our team at DOWO.