Transforming Fashion Search: How AI Engines are Changing Search Behaviors

For decades, “Google it” has been the go-to phrase for finding answers online. However, the rise of AI search engines is challenging this dominance. Tools like ChatGPT and Claude have transformed the landscape of online search. They make the search process simpler, more user-centric, and highly conversational. For this reason, many users now prefer AI because, as they say,  “It’s easier than Googling!” 

This shift presents opportunities and challenges for online fashion retailers and eCommerce executives. The way users discover and engage with information is evolving. So is the way they search for fashion. Staying ahead in this AI era requires a deep understanding of these changes and the ability to adapt quickly. In this article, fashion retailers will explore:

• How AI search engines are changing search behavior.

• Key takeaways to transform fashion search engines and stay competitive.

Is the Golden Age of Google and Bing Search on Its Way Out?

A recent report by Statista, in collaboration with Semrush, highlights how AI search is changing the web. In 2023, 13 million users utilized generative AI as their primary tool for online searches. This number is estimated to skyrocket to over 90 million by 2027.

What’s driving this shift? Speed, accuracy, personalization, and contextual awareness are key factors. These advantages are making users increasingly favor AI search engines over traditional ones. But does this mean the golden age of Google and Bing has passed?

These search giants continue to dominate, but AI platforms are rapidly bridging the gap. Take ChatGPT, for example. It surpassed 10 million visits in just a few months since April 2024. This signals a seismic shift, challenging the untouchable monopolies of Google and Bing. 

While AI is gaining ground, it’s not completely replacing traditional search engines. Instead, users are entering an era of coexistence, where each tool serves distinct purposes. AI provides conversational and personalized responses. Meanwhile, search engines excel in deep research and diverse content exploration.

To stay ahead of this wave of change, the next sections explore how user search behavior is evolving and what fashion retailers can do to adapt.

How Are AI Engines Changing User Search Behavior?

AI search engines don’t just offer new experiences. These platforms are developing entirely new search habits. Because of AI usage, users now expect instant and effortless responses. This leads to the zero-click search phenomenon. Besides, new methods of searching are evolving. Text isn’t the only way anymore, as visual and voice searches are booming. 

Let’s dive into these changes in search behaviors due to the rise of AI.

Zero Click Search 

Users no longer want to click through multiple links to find answers. They prefer quick and direct results. Instead of scrolling through blog posts, they want the answer up front.

AI search engines cater to this need by summing up key information instantly. Take Google’s AI Overview, for example. This tool pulls data from various sources in search results. It then generates a concise and easy-to-read summary, which appears at the top of page one for certain queries.

The result? Users get their expected answers in one place without clicking a link. They no longer need to open ten tabs to discover information. In this way, AI eliminates the need to visit multiple websites. This consequently leads to fewer website visits and reduced organic traffic. 

Voice Search

Typing is now becoming optional. Many users, especially younger ones, prefer voice search over text search. 61.9% of US millennials use voice assistants monthly in 2024. It is followed by Gen Z (55.2%), Gen X (51.9%), and baby boomers (31.5%). The number of voice assistant users is forecast to increase to 157.1 million in 2026 from 142 million in 2022. 

Accordingly, voice search result pages typically load in 4.6 seconds, 52% faster than traditional ones. The average voice search result is only 29 words long. For this reason, this search method feels more natural and interactive. It helps users ask questions naturally and get responses in real time. 

With the rise of AI search engines, users can search by either typing or speaking. For example, type ‘outdoor wedding dress’ and scroll through endless results. Or, just turn on a microphone and speak a query like this: 

‘What should I wear to an outdoor wedding in Phoenix in July that won't make me melt?’

Visual Search

Google's official blog states that Google Lens processes over 20 billion visual searches monthly. Surprisingly, 20% of all these searches are shopping-related. This figure seizes an opportunity for fashion retailers to tap into these high-intent consumers.

Imagine this situation. Your potential shopper is at a café. Someone walks in wearing a striking glossy vinyl hype jacket that catches her eye. She’s curious about the jacket info. But approaching the person to inquire feels awkward. Leveraging visual search technology, your shopper can discreetly satisfy her curiosity. How? 

A visual search process is as simple as the following:

• Snap a photo of the jacket.

• Tap the search by image feature.

• Upload that image from the gallery (or drag and drop it).

Then, all the details about the product will be shown.

Visual search brings a new way for fashion retailers to reach potential customers. So, it’s necessary to ensure that content or products can easily be discovered through images. Product images must be tagged with descriptive, context-rich metadata to enhance discoverability. To achieve this, much attention should be paid to improving image recognition technology and the AI-powered product tagging process.

How are AI Search Engines Redefining the Search Process?

Traditional search requires specific keywords. Users need to know exactly what to ask for. This often leads to multiple searches to get the desired results. The whole search journey, therefore, is fragmented and effort-intensive. AI search is different. It's more like having a conversation with a knowledgeable friend. Users can ask natural questions and get comprehensive answers immediately.

Search Queries

When it comes to traditional search, it’s about short, keyword-focused queries. Most Google search queries are three to four words long. AI search engines like ChatGPT have the opposite approach. It has longer prompts and unique search patterns. Accordingly, an average ChatGPT prompt contains 23 words, with a high of 2,712 words. 

This shift impacts the search process in significant ways. Users no longer need to know the exact keywords. They can simply describe what they're looking for. Plus, the process becomes more conversational and human-like. Users can feel like they’re chatting with a friend or an assistant.

For example, instead of typing ‘lightweight dresses,’ users can type ‘what to wear to a summer wedding as a guest?’ AI understands the user’s search intent, context, and preferences. Users don’t need to guess the perfect search terms and try multiple times. 

Search Results

But AI capability doesn’t stop there. Users can continue the conversation by asking more questions about the first query. This creates a highly tailored search journey. Instead of the same results for everyone, each user gets personalized results. 

AI search engines remember personalized preferences and previous interactions. The result? Users get more accurate answers that match their search intent. AI prioritizes solutions, not just products. It doesn't just find items – it solves problems.

Conclusion: What Can Fashion Retailers Learn from Search Behavior Changes?

The rise of AI is not only changing how users search online. It is also changing the way users expect and interact with search results. Fashion retailers can't afford to ignore these search behavior changes. To stay competitive, here are critical priorities:

• Optimize for AI search

• Leverage visual search technologies to enhance product discovery

• Understand context and user intent rather than focusing on keywords

• Deliver immediate, personalized results

The good news? Those who adapt quickly will find enormous opportunities in this new search landscape.

Want to future-proof your fashion search strategy? Stay tuned for our next post on the fashion AI search engines.