The rise of Artificial Intelligence (AI) and natural language processing (NLP) is changing the experience of search engines, and the expectations of the people using them. Conversational search engines not only make life easier and save time on search but also democratise access to information. With conversational search engines, the way we search will become more relatable, engaging, and human. Marketers using paid search have an opportunity to capitalize on AI solutions even further. AI is improving the relevance of results, democratising access to information and saving people time.