Sep 20, 2025
Sameer Khan
The Death of Keywords: Why Conversational Commerce is Taking Over
For years, e-commerce has operated on keywords. Shoppers type "blue running shoes size 10" and browse through results. But this paradigm is dying, replaced by something more natural: conversational commerce.
Conversational commerce allows shoppers to describe what they want in natural language: "I need comfortable shoes for a 5K race, I'm a beginner runner with flat feet, and I prefer something that's not too flashy." No keywords, no filters—just a conversation.
This shift is powered by AI assistants that understand intent, context, and nuance. They can ask clarifying questions, make personalized recommendations, and explain their reasoning. It's closer to talking with a knowledgeable salesperson than searching a database.
The implications for brands are profound:
Product Discovery Changes: Instead of optimizing for keyword matches, brands must ensure AI assistants understand their products deeply enough to recommend them in relevant conversations.
Context Becomes Critical: A product that's perfect for one use case might be wrong for another. AI assistants consider context, which means your product information must include detailed use cases and user profiles.
Reviews Matter Differently: AI assistants synthesize reviews to understand real-world performance. Authentic, detailed reviews become more valuable than sheer quantity.
Attributes Over Keywords: Rather than stuffing descriptions with keywords, focus on comprehensive, accurate product attributes that help AI match products to needs.
Conclusion:
Brands that cling to keyword-based strategies will find themselves invisible in conversational commerce. The winners will be those who embrace natural language optimization and ensure their products can be intelligently recommended in any relevant conversation.
