Optimizing on-site search and discovery is crucial for boosting conversions, especially with longer queries or misspellings. Traditional keyword search engines struggle to process complex queries, but AI search offers a solution by understanding concepts and similarities between objects in a search index. Vector search, one of the main technologies behind AI search, uses machine learning algorithms to cluster data points across thousands of dimensions, enabling it to deliver great results even if the search term isn't found on the website. Hybrid search combines the precision of keyword search with the intelligence of vector search, offering better results for any type of query and improving long tail search optimization. This leads to higher conversion rates and customer satisfaction.