Why Modern DTC Brands Need a Conversation, Not a Keyword

For more than 20 years, we had one singular approach to researching on the internet: keywords.

It was a faulty approach, though we didn't realise just how broken it was until a couple of years ago, when we were finally offered a viable alternative: conversational AI.

While we've already covered the benefits of AI search on websites, as well as the benefits of conversational commerce from a tech point of view, i.e. how these technologies affect company growth and ROI, we would now like to move the story to the next stage: to understand the human psychology that ignites, or even demands these changes.

The Burden of Being a "Translator"

Why do we say the keyword research approach was faulty? Because it forced humans to do the machine's heavy lifting.

The keyword model meant that we, as users, had to take on the role of a translator. We had to simplify and adapt our actual thoughts, our specific needs, context, and preferences, and convert them into a fragmented string of keywords that a machine could understand.

This forced us into a tedious cycle of trial and error: guessing the right combination of words, clicking through irrelevant links, and often ending up on the dust-covered Google page 2 (in desperate scenarios, even page 3). We persisted until we found the result, or, oftentimes, simply gave up.

But today’s consumer has resigned from the role of translator.

The "No Results" Crisis

Earlier, we have discussed how this affects DTC brands in terms of ROI.

When a high-intent buyer (and that is the very person doing the search in the first place) gets the dreaded “No results found” message, they don’t assume their keywords were wrong. They assume you don't have what they need.

In reality, the item might be sitting in your warehouse, simply tagged under a slightly different name. The machine doesn’t know what the user is talking about because it is matching letters, not meaning. Being "lost in translation" isn't just frustrating for the user, it’s expensive for the brand. This friction is responsible for a staggering $2 trillion global loss due to search abandonment, which we discussed in more detail in our previous article.

However, the reason for this abandonment goes deeper than just "bad tech," and we're here to discuss it.

It’s happening because the way our brains process information has fundamentally changed. And we are not only talking about the younger generations. While they are crucial to observe, understand, and get adapted to as Gen Z takes up the majority of internet users today, the behavioural changes have encompassed the older generations as well.

Why Your Customers Have Changed

Since 2020, our collective tolerance for digital friction has hit zero. We live in the era of the "algorithm." Platforms like TikTok, Netflix, and Spotify you name it, have trained us to expect content and products to find us, not the other way around. We have developed a "bring-it-to-me" mindset. A mindset that, no matter your age, is extremely easy to get used to, no matter how much of a luddite you may be.

When a customer lands on a traditional retail site and has to manually filter by size, colour, style, and price, it feels like manual labour. They are used to a feed, not a filing cabinet. This is why over 40% of Gen Z now prefer searching on social media over Google. They don't want to hunt, they want to discover. They do not research, they scroll.

They want to be understood:

• Traditional search is literal: You search for an object: "beige sofa."
• Modern behaviour is abstract: People search for a feeling: "Make my small flat feel cosy and modern."

A traditional search bar chokes on that request. It looks for the word "cosy" in product descriptions and finds nothing. But an AI-powered search gets the context. It understands the vibe. It bridges the gap between human emotion and database inventory, instantly offering a selection of items that fit the aesthetic, not just the keyword.

The Paradox of Choice

Furthermore, we are suffering from decision paralysis.

In the old days, a "good" search engine gave you 500 results. Today, that is considered a failure. A staggering 74% of online shoppers abandon their carts simply because they feel overwhelmed by too many choices. Their ultimate desired result might be among the many results offered, but the new internet user will likely refuse to get into the complex process of filtering and searching further, as they know: there are better alternatives to this. Hint: your competition.

This is where the technology shifts from a utility to a competitive advantage. AI-powered search, along with conversational commerce technology, doesn't force you to match keywords, it acts as a digital expert, there to guide you along the way.

Think about the difference between a vending machine and a luxury boutique.

• The vending machine (i.e. traditional search): You punch in a code. If you make a mistake, you get nothing. It is transactional and cold.
• The boutique (i.e. AI search): A shop assistant approaches you. You say, "I need something for a summer wedding that breathes well." The assistant understands intent, context, and nuance. They don't bring you 500 dresses. They bring you the three that matter.

So, while some choice is good, too much choice is confusing and time-consuming. The user today wants a personalised experience. The digital expert doesn’t just replicate the benefits of a professional in-store experience, it amplifies them by combining the empathy of a personal shopper with the efficiency of an algorithm.

Conclusion

Every one of us acts differently online than we did a couple of years ago. The internet is slowly starting to adapt to the way people think, which makes it easier for us to change our old research habits, our old online shopping habits, and choose the approach that gives us faster and more personalised results.

The brands that win today and in the years to come won't be the ones with the biggest catalogues. We've already established it's not about choice. The winning brands will be the ones that make their customers feel the smartest, the most understood, and the least tired. It's not just about understanding the tech and its advantages, it's about understanding human behaviour and desires - the psychology behind it all. And it's about creating an experience based on that knowledge.

If you are ready to transform your own digital experiences and take them into the new online world we live in, our team at Firney will gladly help you make the first step.