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The application offers natural user interfaces that open pathways of interaction and communication to quickly guide experienced and novice users through online selection criteria. Designed to give the impression of a personal conversation without misleading the user into thinking a human is behind the screen, the approach recognizes users who tend not to think in terms of product numbers. An Artificial Intelligence engine interprets user intent based on the input they deliver, in their own context and words, and responds accordingly in a human tone of voice. The application can easily handle specific technical requests, ambiguous general inquiries, or troubleshooting.