yann lecun

For years, e-commerce search followed a simple formula: type in a keyword, get a list of results ranked by relevance. In this world, tools like Algolia became the gold standard, offering merchants a powerful way to deliver fast, keyword-based search results. But as artificial intelligence reshapes nearly every facet of online shopping, keyword search is starting to feel… archaic.

From Keyword to Context: The Shift in E-Commerce Search

Historically, search engines relied on matching words rather than understanding meaning. If a shopper searched for “spring break dress,” a traditional search tool might return a T-shirt with the word “spring” on it—technically correct, but completely missing the intent. This is where AI-powered search is rewriting the rules.

Instead of just scanning for words, AI models interpret intent and context. A modern AI-driven search engine understands that a “spring break dress” should be light, flowy, and vacation-ready—not just any clothing item with “spring” in the title.

The Problem with Legacy Search in 2025

Many major retailers still use old-school keyword search because it’s familiar and entrenched in their systems. But in an era where shoppers expect instant personalization and understanding, keyword search is becoming a liability. Here’s why:

1. It creates friction – Shoppers have to guess what the right keyword is instead of just describing what they want.
2. It kills conversions – A poor search experience leads to drop-offs, especially if a shopper has to rephrase their query multiple times.
3. It doesn’t learn – AI-driven search adapts based on real-time user behavior. Traditional search? Not so much.

The Next Five Years: AI Search Will Be the Norm

In a few years, AI-native search tools will likely outperform and replace today’s incumbents. Companies like Cimulate, which are training their own models specifically for retail, could emerge as the next-generation Algolia or Constructor.

If the past decade was about speed and indexing, the next will be about understanding and intent. Retailers who fail to upgrade their search will fall behind—because shoppers are no longer searching for keywords. They’re searching for experiences.