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AI-driven technology is enhancing the retail landscape by providing tailored recommendations that resonate with individual shoppers. Voss emphasizes the emergence of generative search, which allows consumers to articulate their needs more precisely. Instead of relying on vague product descriptions, consumers can specify what they are seeking—like finding an outfit to match previously purchased items. This has led to an increase in conversion rates, as retailers can now deliver recommendations that align closely with consumers' desires.