Introducing Insytful AI Search: trustworthy answers, grounded in your content

Search is one of the most heavily used features on public-sector and academic websites, and keyword search has long been a reliable way to navigate large, complex content estates.

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What is Insytful AI Search?

How it works

What are the benefits of Insytful AI Search?

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See Insytful AI Search in practice

Frequently Asked Questions

But in reality, many users still struggle. They may not know the right terms, understand how content is structured, or recognise which information is authoritative. Traditional search can return relevant pages, but it often leaves users to interpret results and decide what to trust.

Interest in AI-powered search is growing fast, but for organisations responsible for public information, generic AI tools bring real risks. Confident answers without clear, traceable sources are rarely acceptable where accuracy, accountability, and compliance are essential.

We have developed Insytful AI Search to address these challenges. It’s a reliability-first approach to AI search that helps people get clear, verifiable answers from your website, without relying on the open web or inventing information when content doesn’t support a response.

The result is an enterprise search experience that works for users and the teams responsible for the content. Insytful AI search is grounded in approved content, designed for governance, and built for environments where correctness matters.

Insytful AI Search replaces your website's traditional search box with a more natural, conversational experience. Instead of having to guess the right keywords or click through multiple pages, users can ask questions in their own language and get clear, direct answers, rather than a long list of links. It makes finding information quicker, clearer, and less frustrating.

The answers Insytful AI Search returns come only from your published content, so users can trust what they’re seeing. It doesn’t invent details or pull information from elsewhere on the internet. Everything it says comes directly from your site.

Every answer includes links back to the pages it’s based on, so users can check the details or continue reading in context. That gives people confidence they’re getting accurate, up-to-date information, especially on large or complex websites where finding the right page can otherwise be difficult.

In practice, this makes search feel like a natural part of the site. Users spend less time jumping between pages and more time getting to the information they were looking for, with confidence that it’s coming from a trusted source.

Insytful AI Search works by analysing the content you have already published on your website and using it as the sole source for answers. It builds on Insytful’s existing, proven crawling and indexing technology to understand what content exists, how it is structured, and how different pages relate to one another. You don’t need to write any new content or documentation for the AI itself – it works with the published content you already manage and maintain.

When a user asks a question, Insytful AI Search first identifies the most relevant parts of your content that could help answer it. After identifying the most relevant content, Insytful brings that information together and presents it as a clear, direct answer. It can also take into account earlier questions in the same session, allowing people to refine their questions or ask follow-ups without having to start from scratch. This context is temporary and clears when the user leaves the site, keeping the experience focused on helping them in the moment rather than acting as a persistent assistant.

Insytful AI Search is explicitly trained not to invent information when it can’t answer a question. If it can’t answer a question because the required information isn’t available in your content, it will let the user know. When this happens, the unanswered query is recorded and surfaced in the Insytful dashboard for your content team to address.

Because Insytful AI Search is grounded in your content, improving the responses it provides is mostly a content task, not a prompt-engineering exercise. Well-structured, up-to-date content produces better answers, while weak or outdated content becomes visible quickly. Over time, this creates a cycle of continuous improvement – better content leads to better answers, higher trust, and a more effective search experience across even the most complex digital estates.

Insytful AI Search is designed for environments where correctness matters. It has been built for use on public-sector and academic websites, including local government services, universities, and policy-led digital estates, where accuracy, clarity, and accountability are essential.

Rather than trading reliability for novelty, Insytful AI Search helps people find the right information faster while remaining grounded in approved content and established governance. The benefits below describe what this means in practice for users, content teams, and service owners.

Insytful AI Search helps users get to the right information without needing to know how a site is organised or which words to search for. People can ask questions naturally, refine them as they go, and still get clear, relevant answers.

This means users can:

• Find information faster, even on large or complex sites
• Ask follow-up questions without starting again
• Get useful answers whether they type a full question or just a few keywords

The experience works equally well on desktop and mobile, making it easier for people to get what they need wherever they are.

Insytful AI Search is designed to behave responsibly on public-facing websites. It only answers from approved content and avoids generating responses when it can’t do so safely or confidently.

For users, this means:

• Answers are clear, neutral, and appropriate for the context
• There are no confident-sounding guesses or invented details
• If a question can’t be answered, the system explains why

Every answer includes links back to the source pages, so users can check details or continue reading in context, reinforcing trust in the information provided.

For content teams, SMEs, and service managers, Insytful AI Search provides clearer insight into how well content is supporting user needs. User conversations are recorded and surfaced in the Insytful dashboard so you can review how people are actually using search on your site. Rather than seeing isolated queries, you can see questions in context and understand what users are trying to achieve. You can:

• Review full conversations, not just individual searches
• Group and sort conversations by topic
• See where questions go unanswered or can’t be answered confidently
• Understand how many questions users ask before they find what they need

Over time, these insights help teams focus on improving content rather than tuning the search itself. Repeated questions and unanswered queries highlight gaps, confusion, or outdated content. Addressing those gaps improves the answers Insytful AI Search can provide, while also strengthening your wider content estate for other users and channels.

By helping users self-serve more effectively, Insytful AI Search can reduce avoidable enquiries and repeated questions. Over time, this can:

• Lower call and email volumes for service teams
• Free up staff to focus on more complex cases
• Improve confidence in digital channels as a first point of contact

This is particularly valuable for organisations like universities and councils, where accurate information and efficient service delivery are closely linked.

Insytful AI Search is designed to feel like part of your site, not a separate tool. It can be implemented in different contexts – such as a home page search, site-wide search, or within specific sections – and aligned with your existing design system.

The result is a search experience that feels familiar to users, while being more helpful, more reliable, and easier for teams to support over time.

Insytful AI Search is designed for organisations with large or complex websites, where users need clear answers, and teams need confidence in the information being provided. It is well-suited to public-sector and academic environments, where accuracy, accountability, and trust in content are essential.

It is particularly useful for:

• Content teams and editors who want their content to be easier to find, easier to trust, and easier to improve over time – without having to manage search as a separate discipline.
• Subject matter experts who are responsible for accuracy, clarity and need confidence that answers reflect the content they’ve approved, rather than confident-sounding guesses.
• Service managers and operational teams who want to reduce avoidable enquiries by helping users self-serve more effectively, while retaining confidence in the information being provided.
• Digital and web managers who are responsible for site usability, search performance, and the overall quality of the digital experience across a complex estate.
• Marketing and communications teams who want visitors to find the right information quickly, without friction or confusion, and leave with confidence in the organisation.

Insytful AI Search is available as an add-on to the Insytful platform. Pricing is straightforward and predictable, with an annual subscription that reflects the size of your website and how much search activity you expect. There are no per-user licences or unexpected overage charges, making it well-suited to public-facing services with fluctuating demand.

If you’d like to see how Insytful AI Search would work on your website, we can arrange a personalised demo trained on your published content. This will give you the opportunity to review how search would appear on your website, explore answers grounded in your content, and explore how insights from search can support ongoing content improvement.

Together, AI Search and Insytful provide powerful insights, discovery and continuous website quality assurance. To arrange a demo or discuss whether Insytful AI Search is right for your organisation, get in touch with our team.

Malicious prompts (prompts with an intent to make the AI answer outside of its guidelines) are pre-filtered using a specialised model. Insytful AI Search will attempt to remove the “malicious” part of the query and just answer any other questions within. If there are no other questions, then Insytful AI Search will respond by telling the user it cannot help with that particular query.

Yes, you can include specific styling, tone and guidelines in the base prompt. However, due to the nature of AI, it may not respect them 100% of the time, especially if there are conflicting rules.

Yes, Insytful AI Search supports many different languages and tries to answer in the correct language based on the prompt language and context. For example, if you say “Answer in Italian and ask in Greek”, it should be more likely to answer in Italian than in Greek.

Insytful AI Search remembers the previous prompts and responses in a session. This means that you can ask follow-up questions about things you’ve already asked and had answered in the same session.

Yes, you can style it however you like. We offer a package for interfacing with the API, and a separate package of pre-built UI components. The UI components can be replaced with your own components or styled however you like.

Yes, the pre-built UI components we provide for integrating Insytful AI Search to your website are all designed and developed on a mobile-first basis.

Yes, conversations are recorded and surfaced in the Insytful dashboard so you can review how people are actually using search on your site. You can view the date and time the conversation started, the main topic of the conversation, and the number of questions the user asked. Unanswered questions are highlighted for you to investigate and address any necessary content changes.

Yes. While we currently don’t provide a mechanism to add extra source URLs through the Insytful interface, we can add them for you.