Conversational search refers to the process by which users interact with search engines through various voice interfaces such as smart speakers, smartphones, or dashboard features. Essentially, this concept involves an interactive exchange simulating a conversation between the user formulating the query and the search tool, such as Google. This type of search can manifest as a series of successive requests aimed at refining the relevance of the results obtained, for example: “OK Google, find me a chicken recipe for 4 people,” “OK Google, a recipe with red wine, if possible,” “OK Google, a quick recipe that takes less than 15 minutes.”

Ultimately, conversational search is expected to evolve toward a more fluid and natural interaction between the user and the search engine, where the latter could ask the user for clarification through speech synthesis. Thus, the search truly becomes an interactive conversation, hence the name conversational search. In some cases, this interaction can even conclude with a “voice command,” which could be interpreted as a verbal purchase order.

The anticipated rise of conversational search requires search engines to adapt and marketing strategies to accommodate this new form of interaction. Furthermore, conversational search can sometimes extend to interactions conducted via text-based chatbots.