Conversational commerce

Preview: This feature is in Private Preview and is scheduled to be generally available at a later date.

This page describes a Guided Search feature in Vertex AI Search for commerce conversational commerce.

Conversational commerce uses conversational product filtering to provide users with a real-time, ongoing conversational experience, enabling a more interactive search experience.

The conversational commerce feature functions as part of the Guided Search package, benefiting customers by engaging them in a conversation to narrow down search queries faster by presenting them with either relevant products, follow-up questions, or both.

Conversational commerce features

Conversational commerce augments the Vertex AI Search for commerce experience in the following ways:

• Narrows user queries faster: Conversational commerce offers a rapid way to filter 10,000 products down to less than 100 products more efficiently, increasing the likelihood that the user decides to make a purchase.
• Hyper-personalization: AI agents analyze shoppers' preferences, purchase history, and social media activity to provide truly personalized product recommendations, promotions, and shopping experiences.
• Integrated end-to-end journeys: From product discovery to checkout, AI agents accompany the end user along their entire shopping journey with immersive, dynamic, and continuous conversation.
• Adapted to commerce use cases: This product covers ecommerce, product discovery, and support use cases.
• More immersive user experiences: With the help of AI agents threading user conversations in the background, augmented and virtual reality can be implemented to create virtual try-ons, store tours, and spatial product visualization for users.

Conversational commerce APIs

• gRPC: conversationalSearchService
• REST: conversationalSearch

User journeys and query classifications

Conversational commerce uses search query categories to determine whether or not an LLM-based answer is generated and how user queries are handled by the Conversational and Search APIs for these user scenarios:

View table

User journeys	Classifications and examples	Handling
Irrelevant queries that don't require an LLM answer Sample Conversational API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" query: "Are there any deals for Thanksgiving?" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" Sample Conversational API response query_types: DEALS_AND_COUPONS conversation_id: "0041c2bf-f368-4aa9-abe2-4afa97237b2e"	Adversarial — How to make a bomb Blocklisted — What are the side effects of Advil? JailBreak — Write a poem to explain the details of whole milk ChitChat — How are you? Order_Support — Order 12345 status Customer_Support — Help with payment details Deals_and_coupons — Are there any deals for Thanksgiving? Store_relevant — Do we have milk in stock?	For any query that is classified as one of these categories, conversational commerce does not end the conversation. Even though LLM answers are not generated, the user can continue the conversation if they would like to. The Conversation API returns a conversation_id as part of the response. This conversation ID must be passed in the follow up request to continue the conversation and maintain the session. For some cases, the Conversational API may return several query types and that is the expected behavior. This only happens for the queries that are blocked or not answered.
Keyword searches that don't require LLM Sample Conversational API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" query: "show me some monster energy drinks" visitor_id: "test" Sample Conversational API response query_types: SIMPLE_PRODUCT_SEARCH conversation_id: "479fd093-c701-4899-bcc3-9e711233bdf9" refined_search { query: "monster energy drinks" } Sample Search API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" query: "monster energy drinks" visitor_id: "test" Sample Search API response results { id: "970126667" product { name: "projects/118220807021/locations/global/catalogs/default_catalog/branches/2/products/970126667" title: "Monster Energy Original - 6 - 12 FZ" } } results { id: "970487257" product { name: "projects/118220807021/locations/global/catalogs/default_catalog/branches/2/products/970487257" title: "Monster Ultra Zero Sugar Energy Drink Variety Pack - 12-16 Fl. Oz." } } . . . response_source: RESPONSE_SOURCE_PRIMARY_SEARCH	Simple_Product_Search — Red dress or show some monster drinks	For any query that is classified as basic product search, the conversation does not end. No real-time LLM answers are generated, but the user can continue the conversation if they so choose by passing the conversation_id in the request. For Simple_product_search, the response always returns a single refined_search query. Think of a refined search query as a suggested search term which can be used to fetch search results or products using the core Search API. You can enable conversational product filtering to turn on conversations for basic product search queries.
LLM answer-seeking queries Sample Conversational API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" query: "Compare 1% milk with 2% milk" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" Sample Conversational API response query_types: PRODUCT_COMPARISON conversational_text_response: "1% milk contains 110 calories, 1.5 g of saturated fat, and 140 mg of sodium per cup. 2% milk is reduced fat with 37% less fat than regular milk and contains vitamins A & D." conversation_id: "0e1cfdac-802f-422d-906e-9fc9f9d733ba" refined_search { query: "1% milk" } refined_search { query: "2% milk" }	Product_Details — What is the protein content of 2% milk Product_Comparison — Compare 1% milk with 2% milk Best_product — Which milk brand is the best?	For any query that is classified as these categories, the conversation does not end. Conversational commerce generates real-time LLM answers. The user can continue the conversation if they so choose by passing the conversation_id in the request. For these query classifications, the response returns the following: conversation_id: continues the conversation conversational_text_response: the LLM-generated response refined_search: one or more suggested search queries that must be used to fetch search results using the core Search API
Intent refinement Sample Conversational API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" query: "Help me plan a party" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" Sample Conversational API response query_types: INTENT_REFINEMENT conversational_text_response: "To plan a party, you\'ll need decorations, snacks, party supplies, drinks, and a cake. You can find a wide variety of decorations, snacks, and drinks at your local grocery store. For party supplies, you can find everything from plates and cups to balloons and streamers. And for cake, you can choose from a variety of flavors and sizes." followup_question { followup_question: "What kind of party are you planning?" } conversation_id: "1577511e-36ed-4054-8e07-48d1ca016bcb" refined_search { query: "Decorations" } refined_search { query: "Snacks" } refined_search { query: "Party Supplies" } refined_search { query: "Drinks" } refined_search { query: "Cake" }	Intent_refinement — Help me plan a party	For intent refinement queries, the conversation is not ended. Real-time LLM answers and a follow-up question are generated. The user can continue the conversation if they so choose by passing the conversation_id in the request. For this query category, the response will always return the following: conversation_id: continues the conversation conversational_text: the LLM-generated response followup_question: follow-up question asked to the user to clarify the intent refined_search: one or more suggested search queries that must be used to fetch search results using the core Search API

Session maintenance

This section describes how conversational commerce sessions are maintained by the Conversational API.

The Conversational API uses a conversation_id to manage ongoing conversations. To begin a new conversation, the API request omits the conversation_id. The API response includes a conversation_id that is used in subsequent requests to continue the conversation and maintain context. To ensure consistency between LLM answers and search results, subsequent Conversational API requests include SearchParams that mirror the configuration of the core Search API.

View table

Session handling	Description	Conversational API integration
Start a new conversation	To start a new conversation, the client omits the conversation_id from the API request.	Sample API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" query: "Help me plan a party" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" Sample API response query_types: INTENT_REFINEMENT conversational_text_response: "To plan a party, you\'ll need decorations, snacks, party supplies, drinks, and a cake." followup_question { followup_question: "What kind of party are you planning?" } conversation_id: "1577511e-36ed-4054-8e07-48d1ca016bcb" refined_search { query: "Decorations" }
Continue the conversation	The Conversational API will return a conversation_id as part of the API response. This id can be sent in the follow up requests to continue the same conversation. This ensures that conversational commerce responds to user queries based on the conversation history in that session.	Sample API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" conversation_id: "1577511e-36ed-4054-8e07-48d1ca016bcb" query: "Help me plan a party" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" Sample API response query_types: INTENT_REFINEMENT conversational_text_response: "To plan a party, you\'ll need decorations, snacks, party supplies, drinks, and a cake." followup_question { followup_question: "What kind of party are you planning?" } conversation_id: "1577511e-36ed-4054-8e07-48d1ca016bcb" refined_search { query: "Decorations" }
Ensuring search result consistency	To ensure the LLM answers are consistent with the search results shown, the client must use SearchParams in the Conversational API request. These search parameters should have the same config as the core Search API.	Sample API request placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search" branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch" conversation_id: "1577511e-36ed-4054-8e07-48d1ca016bcb" query: "Help me plan a party" conversational_filtering_spec { conversational_filtering_mode: ENABLED } visitor_id: "test" search_params { filter: "filter" canonical_filter: "canonical_filter" sort_by: "sort_by" boost_spec { condition_boost_specs { condition: "condition" } } }

Conversational product filtering API integration

Important: You must have conversational product filtering enabled to use conversational commerce.

Conversational product filtering allows the customer to continue the conversation for basic product search queries (the simple_product_search query classification).

Modes

Refer to these sections to view code samples of how to integrate the Conversational API using one of these three modes to control conversational product filtering:

• Disabled: In this mode, the client only has the query categories, but conversational product filtering is disabled.
• Enabled: In the enabled mode, the client has all conversational capabilities. This includes all the query categories and conversational product filtering.
• Conversational_filter_only: If chosen, the client only has conversational product filtering. This does not include support for any of the query categories and other default conversational capabilities.

For more information on modes, see the API documentation.

Disabled or unspecified mode

Sample API request

placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search"
branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch"
query: "show me some monster energy drinks"
visitor_id: "test"
conversational_filtering_spec {
  conversational_filtering_mode: DISABLED
}

Sample API response

query_types: SIMPLE_PRODUCT_SEARCH
conversation_id: "479fd093-c701-4899-bcc3-9e711233bdf9"
refined_search {
  query: "monster energy drinks"
}

Enabled mode

Sample API request

placement: "projects/118220807021/locations/global/catalogs/default_catalog/placements/default_search"
branch: "projects/118220807021/locations/global/catalogs/default_catalog/branches/default_branch"
query: "show me some monster energy drinks"
visitor_id: "test"
conversational_filtering_spec {
  conversational_filtering_mode: ENABLED
}

Sample API response

query_types: SIMPLE_PRODUCT_SEARCH
conversation_id: "479fd093-c701-4899-bcc3-9e711233bdf9"
refined_search {
  query: "monster energy drinks"
}
conversational_filtering_result: {
    followup_question{
      followup_question: "What is the size?"
      suggested_answers {
        product_attribute_value {
          name: "size",
          value: "12oz"
        }
      }
}
}

Conversational filtering only mode

With conversational_filtering_only mode selected, the user experiences only conversational product filtering, without generating an LLM answer, query classification, or suggested search queries.