Introducing Nosto AI Search

A shorter path from search to purchase

A shopper searching for “repair conditioner” and one asking for “something for hair that feels dry after washing” may be looking for the same product. Both are expressing intent. Helping them act on it is where search creates value.

For retailers, that can mean the difference between a purchase and a missed opportunity. In Nosto’s research with 2,000 US and UK consumers, 50% said a poor search experience had stopped them buying, even when they arrived intending to purchase. And 63% said they were more likely to return to a store whose search helped them find what they wanted easily.

Today, we’re introducing Nosto AI Search, building on Personalized Search with Hybrid Vector Search, available now, and upcoming AI assistance capabilities designed to help shoppers find and choose relevant products with less effort.

Shoppers are bringing new expectations to the search bar

People do not always think in product names or catalog terminology. They may describe an occasion, explain a problem, or know what they want without knowing what to call it. Our research found that 62% of shoppers often know what they are looking for but struggle to find the words to describe it in search.

With experiences such as ChatGPT, Claude, and AI Mode in Google Search, shoppers can describe what they need in everyday language and refine their requests through follow-up questions. These experiences are raising the bar for how easily people expect to find products on a retailer’s own site.

Shoppers are open to this evolution: 72% of respondents have already used AI search features on a shopping site or are open to trying them. There is also a reason for retailers to act. When onsite search returns irrelevant results, 40% say they are likely to leave and ask a tool such as ChatGPT or Claude for recommendations.

Understand exact terms and everyday language

Available now: Hybrid Vector Search

Precise keyword matching remains essential. A shopper searching for a particular brand, product name, or reference expects search to recognize it. Other searches describe a need or an intended use, with wording that may differ from the product catalog.

In the haircare example, semantic understanding helps connect “hair that feels dry after washing” with products intended for dry hair, while keyword matching supports searches for specific product names.

Help shoppers reach a useful selection with less effort

Coming soon: Attribute Recognition, Query Refinements, and AI Summaries

Understanding a query is an important first step. Shoppers may still need to narrow a large selection, apply filters, or work out which products best fit their needs.

That effort adds up. In our research, 61% of shoppers said the process of finding what they wanted often took too long. Every reformulation or extra round of filtering creates another moment when a shopper may lose momentum.

Nosto’s upcoming AI assistance capabilities are designed to make those steps easier, directly within the search journey.

Put the details in a query to work

With Attribute Recognition, search will identify supported attributes, such as color or price, and apply the corresponding filters.

For a query such as “conditioner for dry hair under $40,” recognizing the budget will help shoppers reach a refined selection without having to enter the same requirement again in the filter panel. An accompanying message can make the applied criteria clear.

Make it easier to narrow the options

With Query Refinements, search will offer relevant follow-up choices to help shoppers clarify their needs.

For the conditioner search, a question such as “Is your hair fine or thick?” can help narrow the selection. The shopper can choose an option instead of working out how to rewrite the query, or continue browsing the results.

For retailers, this creates another way to support visitors who have expressed an interest but need help reaching a manageable selection.

Give shoppers context for their results

AI Summaries will add concise messages explaining how search has interpreted a request and how the selection relates to it. These messages can accompany recognized attributes and suggested refinements, helping shoppers follow what has been applied and decide what to do next.

Keep personalization and merchandising at the heart of search

A relevant search experience needs to account for both what someone asks and the context in which they are shopping.

AI Search builds on Nosto Personalized Search, retaining the value of personalized ranking and merchandising controls while adding hybrid query understanding and, over time, further AI assistance.

For ecommerce teams, this means extending product discovery within an experience they can continue to shape. Merchandisers can bring their commercial priorities to search through Nosto’s existing controls, while personalization helps tailor the experience to the individual shopper.

For example, a haircare retailer can use merchandising rules to boost relevant conditioners with high stock levels, while personalized ranking gives greater visibility to products from the shopper’s preferred brands.

Offer a conversation when shoppers want more guidance

AI Mode and Discovery Agent · Early access

Some shopping decisions benefit from a longer exchange. After finding a conditioner, a shopper might want help choosing complementary products for a daily haircare routine.

AI Mode provides an entry point into a conversation with Discovery Agent, Nosto’s separate conversational discovery product. It allows shoppers to build on their search, ask follow-up questions, and explore product recommendations with more guidance.

Shoppers can choose that additional support when they need it, while those ready to select a product can continue directly through the search results.

Bring AI Search to your store

Effective search helps retailers make more of the intent already arriving on their sites. It can remove barriers to purchase, give shoppers fewer reasons to continue their search elsewhere, and create an experience worth returning to.

Nosto AI Search launches with Hybrid Vector Search available now. Attribute Recognition, Query Refinements, and AI Summaries are coming soon.

Explore what AI Search can bring to your store: book a demo. Already a Nosto customer? Select AI Search in the form to request more information, and your Nosto team will be in touch.

For a closer look at the research and the product, join our November 12 webinar.

Consumer insights are from Nosto’s Censuswide research with 2,000 US and UK consumers. Explore the findings in AI Search in Ecommerce: Consumer Expectations & Readiness.