What’s the difference between Squiz Funnelback and other enterprise search tools?

How does Squiz Conversational Search (powered by Funnelback) differ from traditional search tools?

Traditional keyword-based tools were designed for an earlier generation of the web, focused on exact matches and structured queries. While they still serve a purpose in some scenarios, they can fall short on large or complex websites where user intent is harder to predict.

The key difference is: traditional search tools look for exact word matches, while Squiz Funnelback understands what the user actually means even if they don’t phrase it perfectly.

This matters most on large or complex websites. Users don’t always know the exact terms to search for, so matching keywords alone isn’t enough. By understanding intent, Squiz Funnelback helps users find the right content faster, which improves satisfaction, reduces frustration, and eases pressure on support teams.

But there are more differences than that. Here’s how the two approaches compare across core capabilities:

Use cases for conversational search vs traditional search tools in key sectors

Both approaches serve important roles in helping users find information. The difference lies in how they handle complexity, intent, and accessibility across different contexts.

Here are use case examples across some content-heavy sectors:

How does conversational AI search impact ROI?

With traditional search tools, users may not always find the right content, which could result in missed opportunities, higher support costs, and underutilized digital assets. Conversational search powered by Funnelback helps reverse that trend by making every interaction more purposeful, measurable, and aligned with user intent.

Here’s how improved search translates into stronger return on investment:

• Boost content discoverability: Instead of burying key information under broad or irrelevant results, Funnelback delivers precise answers. This helps users complete tasks faster, whether that’s enrolling in a course, renewing a license, or finding service details.
• Lower support costs: When users can find accurate answers on their own, fewer routine questions end up in your contact center or service desk queues. This frees your team to focus on complex or high-priority requests.
• Increase conversions: From form completions to sign-ups and downloads, smarter search shortens the path to action. By connecting intent to the right content, Funnelback helps turn user queries into measurable outcomes.
• Maximize content investment: Content teams can see what users are searching for. They can also identify underperforming pages and content gaps. This leads to more focused content improvements and better returns from your existing library.

Beyond these measurable gains, conversational AI search also delivers a less obvious but equally valuable advantage: insight into your content quality. Every query reveals what users are really asking and whether your content answers it effectively. This intelligence helps you close gaps, clarify messaging, and strengthen your site as an authoritative source. That, in turn, ensures both your visitors and external AI tools like ChatGPT or Google’s AI represent your organisation accurately and consistently.

When search works smarter, your entire digital ecosystem performs better.

What’s required to migrate from keyword search to conversational AI search?

Modernizing your site search doesn’t mean starting from scratch. In most cases, a step-by-step rollout that lowers risk is the best path forward. We recommend beginning with a focused implementation that allows your team to test what works and get additional buy-in.

Here’s what that process typically looks like:

• Start with a slice: Choose a targeted, high-value area of your site, such as your help center, course catalog, or service pages. This slice should be content your team knows well and can confidently optimize.
• Audit your content: Start by listing common user questions. Then check if your site already answers them clearly. Identify where gaps, inconsistencies, or unclear formatting may affect the quality of AI responses.
• Configure and test: Define your initial search package, set content controls, decide what to show if no clear answer is available (the fallback behavior), and test how the system handles real queries. This helps with tracking quality and any issues early on.
• Scale with confidence: Once validated, the same approach can be expanded across areas that are more complex, like pages with a lot of information.

Expert consulting also plays a key role in successful search migrations. Our consultants help identify content gaps, test conversational flows, and configure fallback options that align with your team’s goals.

Whether you’re just getting started or scaling across multiple pages, having guidance on content readiness, technical configuration, and performance monitoring helps reduce risk and ensure lasting impact.

How does Funnelback power conversational AI search?

At the core of Squiz Conversational Search is Funnelback: a high-performance engine trusted by service-led organizations.

Funnelback combines enterprise-grade retrieval with AI-ready capabilities, making it easier to deliver verified, helpful answers at scale. Key features include:

• Retrieval-Augmented Generation (RAG) architecture: Ensures that AI responses are grounded in approved, indexed content, never generated in isolation.
• Two-step verification process: One AI agent drafts the response and a second one checks it to minimize hallucinations and maintain accuracy.
• Custom prompt templates: Configure the tone, structure, and fallback behavior of responses to align with your brand and governance requirements.
• Flexible indexing of structured and unstructured data: Finds answers from sources in different formats including PDFs, policy documents, web pages, and FAQs.
• Transparent attribution: Every answer includes source links so users can verify the information, and teams can trace response behavior.

Beyond the search bar, Funnelback underpins a complete search experience that’s accurate, context-aware, and ready for the expectations of 2025.

Your next steps: is it time to modernize your site search?

If users are struggling to find answers or if your current search setup limits discoverability, efficiency, or engagement, it might be time for a change.

Squiz Funnelback Search with Conversational AI Search offers a modern, AI-ready alternative that:

• Understands intent, not just keywords
• Grounds every answer in verified content
• Provides transparency and governance at every step
• Scales to meet the needs of both your organization and your audience

With the right combination of technology and expert consulting, you can evolve your site search without unnecessary risk and start delivering the fast, relevant, trustworthy answers your users now expect.

Ready to explore how Squiz Funnelback can help you make the shift to conversational AI search? Book a 30-min chat with a Squiz strategy consultant here.