Consulting organisation McKinney has turned searching into chatting. The opening screen starts with "Hello, It's Time for a New Conversation", then the questions appear on screen and we see the search box appear. In it is typed: "Ask us about us."

Future Vision by Erwin Van Lun on this article

This is how brands are starting to see what the dialogue really means. The search box is made central, the place where you as consumer, visitor, can ask questions. The art will be answering questions correctly and that works best if you recognize the consumer and continue the dialogue where you left it off. This is again a step in that direction.

Related trends

• Brand-dialogue

• in Dutch