E-commerce or website that don’t customize results based on customer behavior and interests may display products that aren’t relevant to the buyer or return zero results. Research shows that 80% of shoppers will abandon a site after a poor search experience. The goal of the project is 1) to study the state of the art of Generative AI applied to this field 2) to design and implement a search engine component that accepts user queries and interacts with a generative AI model 3) to incorporate user feedbacks into the training process for continuously refining and improving its performance.