There is a growing demand for personalized digital experiences, but companies struggle to deliver world-class search due to the complexities of human search behavior and the limitations of current AI technology. To overcome these challenges, businesses must adopt an AI-powered search solution that can learn from user behavior and provide transparent results. However, there are several barriers to adopting AI-powered search, including a lack of standardization in AI technologies, an expectation mismatch between what enterprises expect of AI and what AI can actually do, and the need for extensive testing, experimentation, and evolution. Companies must identify specific problems that AI can solve, decide on the right approach - whether buying off-the-shelf software, building in-house, or taking a "build and buy" approach - and focus on providing a digital experience that guides customers to the right information when, where, and how they need it.