Conversational search is searching through a back-and-forth dialogue with an AI assistant rather than typing isolated keywords. The user asks a question in natural language, reads the answer, and follows up, with each turn building on the context of the previous ones.
For brands, this shifts how buyers research. A single session can move from a broad category question to a direct comparison across several turns, so your brand needs to surface consistently across that whole conversational journey, not just for one head keyword.