The text discusses the growing importance of voice search technology, which is simplifying and streamlining the search process for improved user experiences. Voice search allows users to request information by speaking rather than entering text in a search box, saving time and reducing exertion. The trend towards voice search has been fueled by the surge in online shopping related to the pandemic and the huge influx of new products to online marketplaces. Popular applications for voice search include accuracy in AI-powered natural language understanding (NLU), making it easy for users to consistently find what they're seeking, even if they're not sure exactly what they need. Voice search is also being used by companies to define and promote their brands online, with examples including Johnnie Walker using voice search to promote its Scotch whiskey, Domino's using a voice assistant to automate pizza ordering, and Patrón partnering with virtual assistants to share cocktail recipes and tips.