Why Search Is More Human Than You Think

It’s easy to view search through a strictly technical lens—where platforms, algorithms, and data work together to connect the products people want with the products you sell. This mindset makes perfect sense, especially when we think of how Google has revolutionized the way we find information. Today’s search experiences are, in fact, powered by increasingly sophisticated technology. Without that technology, we would still be flipping through paper catalogs and scanning store shelves.

Sometimes, search engines seem to know what we're looking for before we even finish typing. They connect us with millions of others who've had the same question, using tools like type-ahead, auto-suggest, and semantic search to understand the meaning behind our words. Generative AI is also beginning to have a profound effect on the advancement of search technology.

But if the ultimate goal is to create more effective and rewarding search experiences, technology alone isn’t enough, no matter how advanced it is. Because for billions of people, search is not a technical exercise at all—it’s a highly personal journey of discovery that’s driven by uniquely human motivations and desires.

As a result, you can’t really create optimal experiences that build stronger connections without understanding human psychology, and thus embracing the innately human aspects of search. This is the only way to intentionally use technology in ways that make search feel more authentically aligned with human emotions—and ultimately create better customer experiences.

So what makes search resonate on that personal, emotional level? And how do you apply cold, clinical data and algorithms in ways that lead to more authentically human experiences? The complete, detailed answer is probably better suited to a doctoral dissertation than an article, but there are some practical principles and suggestions that any business can use to make their search experiences connect at a more emotional, human level.

Use type-ahead suggestions to build a sense of connection and community

Type-ahead suggestions—where popular past searches appear in a drop-down when someone begins typing into a search bar—clearly save time and make searching easier.?

But they also serve a more human purpose by helping people feel connected to a group of people who are interested in the same things they are. We’ve all felt the quick hit of validation and satisfaction when we type a single word into a search bar and see exactly what we’re looking for pop up as a popular past search.?

This simple technical feature reinforces a fundamental psychological need for feeling connected to a larger community. As the 2023 landmark report from the US Surgeon General on Workplace Mental Health and Well-Being highlights, “Human beings have an innate need for social connection. Belonging is the feeling of being an accepted member of a group, or of connectedness."?

By subtly mirroring our interests, type-ahead suggestions contribute to this sense of belonging, potentially improving the well-being of individuals and the communities they form.

Infuse your search experiences with more personal and conversational language

Language and word choices can have a big impact on how ‘human’ your search experiences feel. By simply using someone’s name when you present search results and recommendations, expressing gratitude, and incorporating personal language, you can help customers feel more connected to your brand on a human level. For example:

• Use “Here are your results, Sam” instead of “Results”
• Use “Amy, here are a few things we think you’ll like” instead of “Recommendations”
• Use “Explore more options” instead of “Refine Search”

In some cases, you may have to balance this looser, more personalized approach against the need for brevity, but even small adjustments in language and tone can help make search experiences feel less clinical and more authentically human.

Use search to ignite a sense of discovery

Search exists primarily to help people find what they’re looking for quickly and efficiently. But modern, AI-powered search experiences can also initiate a deeply human sense of wonder, discovery, and even adventure—by presenting people with easy pathways into new areas they didn’t even consciously know they were interested in. When you surround search results with useful product information; interesting uses for products they’re interested in; related brands and products; special offers; and personalized, intent-based recommendations, even a simple one-word search term can launch a quick, satisfying journey of insight and discovery.

Keep the end experience front and center

For a long time, search was limited to matching basic keywords to fields in a database. But today, a new generation of search platforms makes it possible to combine large language models, semantic search methodologies, generative AI, and other advanced technologies into completely new types of search experiences.?

Together, these technologies empower natural questions, deep understanding of user intent, and the surfacing of unexpected but relevant information.

But these impressive new technologies don’t automatically translate into more human experiences. Without thoughtful planning and careful implementation, even the most advanced new search capabilities can come across as inauthentic, cold, or uncaring.?

We’ve heard stories of AI chatbot responses that drift into left field or completely make up wrong answers. This is unhelpful, unkind, and sometimes even dangerous. There is a now-famous story of two New York lawyers that used ChatGPT to write parts of a legal brief that were submitted to the court. In it there were citations of cases that didn’t exist trying to support their case. The situation resulted in $5,000 fines for each lawyer plus their law firm. In this scenario, unhelpful technology led to costly errors, damaged reputations, and certainly a lost sense of connection or belonging.?

To unlock the immense potential of today’s AI-powered search technologies, it’s crucial to place human motivations and desires at the center of your efforts, so new search technologies always serve the larger goal of creating richer, more human search experiences for your customers.

Customers who feel seen, known and valued become loyal customers who spend more on your products and who tell their friends about your brand. It’s like printing money, and all for the price of a little forethought, planning, and connection!

Experience the human side of search

Lucidworks understands what it takes to create human-centric search experiences that build stronger connections between your customers and your brand. Learn how we can help you turn the latest, most advanced search technology into more meaningful and authentic experiences.