The traditional retail customer journey is breaking down. Shoppers think in terms of goals, projects, and outcomes—not product names or SKUs. Yet most commerce experiences are still built around search engines designed to find products rather than understand intent. This keynote explores the shift from keyword-based search to AI-powered discovery. Using technologies such as semantic search, generative AI, and personalization, retailers can create conversational experiences that guide customers from inspiration to purchase. Drawing on examples from the art supply industry, we'll show how AI can act as an expert advisor, helping customers move from an idea like “I want to try watercolor painting” to a tailored set of products and recommendations. For product leaders, this transformation requires new strategies, architectures, and success metrics. The focus moves beyond click-through rates toward measures such as intent resolution and AI-assisted revenue. Attendees will leave with a practical framework for building discovery-led experiences and understanding why the future of commerce is about managing customer decisions—not simply displaying products.