Online retailer has never been shy about adopting to improve its business. And its search bar is no exception: Over the past two years, the company has been overhauling its search algorithms using machine learning.

At VentureBeat’s last week in San Francisco, Zappos lead data scientist Ameen Kazerouni talked about how his team implemented into the website (you can watch the full session above). Unlike traditional search that matches your results purely based on the words you use, semantic search tries to understand the context and intent behind those terms.

The problem with the former is that it has a chance of returning a bunch of wrong or incorrect items that the customer has to filter through (which also might convince them to just leave

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