Conversational Query Processing in AI Search Engines

Conversational Query Processing refers to the AI-driven mechanisms in search engines that enable natural language interactions, interpreting user intent, context, and multi-turn dialogues to deliver precise, adaptive results 123. Its primary purpose is to transform static keyword-based searches into dynamic, human-like conversations, allowing users to refine queries through follow-ups without losing context, thereby enhancing accuracy and user satisfaction 13. This capability matters profoundly in AI search engines, as it addresses limitations of traditional systems by supporting complex, exploratory queries, boosting engagement in domains like eCommerce and information retrieval, and aligning with rising voice and mobile search trends projected to dominate by 2026 125.

Overview

The emergence of Conversational Query Processing represents a fundamental shift in how search engines interpret and respond to user needs. Traditional search engines relied on keyword matching through inverted indexes, requiring users to formulate queries in specific ways and often necessitating multiple reformulations to find relevant information 1. This approach proved inadequate for complex, exploratory searches where users might not know the exact terminology or need to refine their understanding through iterative questioning 2.

The fundamental challenge that Conversational Query Processing addresses is the gap between how humans naturally communicate and how machines traditionally interpreted search queries 3. Users think in terms of questions, context, and evolving information needs, while traditional systems operated on static keyword matching without understanding semantic relationships or maintaining conversational context 14. This mismatch led to query abandonment, user frustration, and inefficient information discovery.

The practice has evolved significantly with advances in natural language processing and large language models. Early conversational systems in the 2010s used rule-based approaches and limited intent recognition, but the introduction of transformer architectures like BERT and GPT fundamentally changed the landscape 24. Modern systems now employ retrieval-augmented generation (RAG), hybrid search combining lexical and semantic matching, and sophisticated dialogue state tracking to maintain context across multiple turns 23. This evolution has enabled systems like Perplexity.ai and Google’s Search Generative Experience to handle complex, multi-turn research queries with citation support and dynamic refinement 35.

Key Concepts

Natural Language Understanding (NLU)

Natural Language Understanding is the foundational component that parses query semantics, grammar, and context to extract meaning from user input 13. NLU modules tokenize text, perform part-of-speech tagging, and extract entities and intents using models like spaCy or RoBERTa 34. This process moves beyond simple keyword recognition to understand the underlying semantic structure and user goals.

Example: When a user searches for “best Italian restaurants that won’t break the bank near downtown,” the NLU module identifies “Italian restaurants” as the entity type, “best” as a quality intent, “won’t break the bank” as a price constraint (budget-friendly), and “near downtown” as a location parameter. It understands that “won’t break the bank” is idiomatic language meaning affordable, rather than literal keywords to match, and structures this into a semantic representation that the retrieval engine can process effectively.

Context Retention

Context retention refers to the system’s ability to maintain dialogue history across multiple query turns, enabling users to build upon previous interactions without repeating information 13. This involves storing session state, tracking referenced entities, and resolving anaphoric references (pronouns and demonstratives that refer back to previous mentions) 23.

Example: In an eCommerce search session, a user first asks “Show me running shoes for marathon training.” After reviewing results, they follow up with “Which ones have the best cushioning?” and then “Do any of those come in wide sizes?” The context retention system maintains that “ones” refers to running shoes with good cushioning from the previous results, and “those” refers to the same subset. Without context retention, each query would be treated independently, forcing the user to repeat “running shoes with good cushioning” in the third query.

Hybrid Search

Hybrid search combines lexical (keyword-based) and vector (semantic) retrieval methods to optimize both precision and recall 2. This approach uses traditional algorithms like BM25 for exact keyword matching alongside dense vector databases that capture semantic similarity through embeddings 23. Results from both methods are then reranked using cross-encoders or reciprocal rank fusion.

Example: A user searching for “how to fix a leaky faucet” benefits from hybrid search in multiple ways. The lexical component ensures results containing the exact terms “leaky faucet” rank highly, capturing repair guides that use this specific terminology. Simultaneously, the vector component retrieves semantically similar content that might use alternative phrasing like “dripping tap repair” or “stop water from dripping from sink fixture.” The system then reranks these combined results, potentially surfacing a highly-rated video tutorial that uses “dripping tap” terminology but perfectly matches the user’s intent.

Dialogue State Tracking (DST)

Dialogue State Tracking models the conversation flow by maintaining a structured representation of the current dialogue state, including filled slots (parameters), user preferences, and conversation history 23. DST frameworks track what information has been provided, what remains ambiguous, and when clarification questions are needed 3.

Example: In a travel booking scenario, a user initiates with “I need a flight to Paris.” The DST system creates a state with slots: destination=Paris, origin=unknown, dates=unknown, passengers=unknown. When the user continues with “leaving from Boston next Tuesday,” DST updates origin=Boston and departure_date=next_Tuesday, while recognizing that return date and passenger count remain unfilled. The system then generates a targeted clarification: “For how many passengers, and when would you like to return?” rather than asking redundant questions about already-provided information.

Retrieval-Augmented Generation (RAG)

Retrieval-Augmented Generation is a framework that grounds large language model outputs by first retrieving relevant documents from a knowledge base, then using those documents as context for generating responses 23. This approach mitigates hallucinations by ensuring generated answers are based on actual retrieved information rather than purely model-generated content 34.

Example: When a user asks “What are the side effects of the medication prescribed for hypertension in the 2023 clinical guidelines?”, a RAG system first retrieves specific sections from medical databases and clinical guideline documents published in 2023. It might retrieve passages from the American Heart Association guidelines and FDA documentation. The LLM then generates a response synthesizing this retrieved information: “According to the 2023 AHA guidelines, first-line hypertension medications include ACE inhibitors, which may cause dry cough (10-15% of patients) and elevated potassium levels…” with inline citations to the specific retrieved documents, ensuring factual accuracy.

Intent Recognition

Intent recognition is the process of classifying what action or information the user seeks to accomplish with their query, prioritizing user goals over literal keyword interpretation 13. This involves categorizing queries into types such as informational, navigational, transactional, or comparison intents 2.

Example: When a user types “iPhone 15 vs Samsung Galaxy S24,” the intent recognition system classifies this as a comparison intent rather than simply searching for pages containing both product names. This triggers a specialized response format that presents side-by-side specifications, price comparisons, and review summaries in a structured comparison table. In contrast, the query “iPhone 15 problems” would be classified as an informational intent seeking troubleshooting information, triggering a different response format highlighting common issues and solutions from support forums and technical documentation.

Multi-Turn Dialogue Management

Multi-turn dialogue management orchestrates the flow of conversation across multiple query-response cycles, determining when to provide answers, ask clarifications, or suggest related explorations 23. This component decides conversation strategies, manages topic transitions, and maintains coherent interaction patterns 3.

Example: A user researching home solar panel installation begins with “How much do solar panels cost?” The system provides cost ranges and then proactively suggests: “Would you like to know about installation costs, available tax incentives, or typical energy savings?” When the user responds “tax incentives,” the system asks “What state are you located in?” to provide specific information. After delivering state-specific incentive details, it naturally transitions: “Based on these incentives and average costs, would you like me to estimate your potential payback period?” This orchestrated flow guides the user through a complex information need without requiring them to formulate each specific query independently.

Applications in Search Contexts

eCommerce Product Discovery

Conversational Query Processing transforms eCommerce search by enabling natural product discovery through iterative refinement 12. Users can express preferences conversationally and progressively narrow results through follow-up constraints without starting over. Shopify integrations and major retailers employ this for queries like “running shoes for long-distance training with ankle support,” where users refine through subsequent turns: “with ankle support,” then “under $100,” then “available in wide sizes” 1. The system maintains the full context of “long-distance running shoes with ankle support under $100 in wide sizes” without requiring the user to repeat criteria, while the response generator formats results conversationally: “Based on your requirements, here are 3 highly-rated options that provide the ankle stability you need for marathon training, all within your budget and available in wide widths.”

Research and Information Synthesis

Academic and professional research applications leverage conversational processing for complex, exploratory information needs 34. Perplexity.ai exemplifies this by handling multi-turn research queries with dynamic source citation, allowing users to drill deeper into topics through natural follow-ups 3. A researcher might begin with “What are the latest developments in solid-state battery technology?”, receive a synthesized answer with citations, then follow up with “Which companies are leading commercialization efforts?” and “What are the main technical challenges preventing mass production?” The system maintains topical coherence across turns, retrieves updated sources for each refinement, and builds a comprehensive understanding through the conversational flow rather than requiring the user to construct complex Boolean queries.

Customer Support and Enterprise Search

Enterprise implementations like IBM Watson’s AI search handle ambiguous customer support intents through conversational clarification 7. When a customer submits a vague query like “my account isn’t working,” the system engages in diagnostic dialogue: “I can help with that. Are you having trouble logging in, or is there an issue with a specific feature once you’re logged in?” Based on the response, it continues narrowing: “What error message are you seeing?” and “Have you recently changed your password?” This conversational approach resolves issues more efficiently than traditional keyword-based knowledge base searches, reducing support ticket volume by guiding users to relevant solutions through natural interaction.

Voice-Activated Search and Mobile Queries

Voice search applications particularly benefit from conversational processing, as spoken queries are naturally more conversational and context-dependent than typed searches 45. Mobile users conducting local searches might ask “Where’s the nearest coffee shop?” followed by “Is it open now?” and “How are the reviews?” The system integrates automatic speech recognition (ASR) with NLU to handle spoken language patterns, maintains location context across turns, and formats responses appropriately for voice output or mobile display 4. Google’s Search Generative Experience and featured snippets increasingly optimize for these conversational voice patterns, with SERP features like “People Also Ask” expanding to support multi-turn exploration 5.

Best Practices

Implement Hybrid Retrieval with Reranking

Combining lexical and semantic retrieval methods with sophisticated reranking optimizes both precision and recall across diverse query types 2. The rationale is that keyword-based methods excel at exact matching and rare term retrieval, while vector-based semantic search captures conceptual similarity and handles paraphrasing, and reranking models can assess relevance more accurately than initial retrieval scores 23.

Implementation Example: Deploy a two-stage retrieval pipeline using BM25 for initial keyword retrieval and a dense passage retriever (DPR) with sentence transformers for semantic retrieval. Retrieve the top 100 candidates from each method (200 total), then apply reciprocal rank fusion to combine scores. Finally, use a cross-encoder model fine-tuned on domain-specific relevance judgments to rerank the top 50 candidates, producing the final top 10 results. Monitor performance using NDCG@10 and conduct A/B tests comparing against single-method baselines, typically achieving 20-40% precision improvements on complex queries 2.

Employ RAG with Faithfulness Verification

Grounding LLM responses in retrieved documents through RAG while implementing faithfulness checks prevents hallucinations and ensures factual accuracy 23. This practice is critical because LLMs can generate plausible-sounding but incorrect information, particularly problematic in domains requiring accuracy like healthcare, finance, or technical support 34.

Implementation Example: Structure your RAG pipeline to first retrieve relevant documents using hybrid search, then pass both the query and retrieved passages to the LLM with explicit instructions to cite sources. Implement a post-generation verification step using a natural language inference (NLI) model that checks whether each generated claim is entailed by the retrieved documents. For claims flagged as unsupported, either remove them or mark them as uncertain. Additionally, implement query rewriting to reformulate ambiguous questions before retrieval, and maintain diverse retriever ensembles (combining different embedding models) to improve coverage. Track faithfulness metrics through human evaluation samples and automated NLI scores, aiming for >95% factual accuracy 14.

Design for Context Compression in Long Sessions

Implement summarization techniques to manage context drift in extended multi-turn conversations while maintaining essential information 23. Long conversation histories can exceed model context windows and introduce noise that degrades response quality, making compression essential for scalability 3.

Implementation Example: After every 5-7 conversation turns, trigger an LLM-based summarization process that condenses the dialogue history into key facts, user preferences, and unresolved questions. Store this compressed state (typically 200-300 tokens) alongside the full history. For subsequent queries, provide the LLM with the compressed summary plus the last 2-3 full turns, rather than the entire history. Implement this using a dedicated summarization prompt: “Summarize the following conversation, preserving: 1) user’s main goals, 2) established preferences/constraints, 3) key information provided, 4) outstanding questions.” Monitor context retention quality through test conversations and user satisfaction metrics, ensuring that compression doesn’t lose critical information needed for coherent responses 23.

Establish Continuous Evaluation and Feedback Loops

Implement systematic A/B testing, user feedback collection, and model monitoring to iteratively improve conversational search quality 14. Conversational systems require ongoing refinement as user behavior evolves and edge cases emerge that weren’t captured in initial training data 2.

Implementation Example: Deploy a comprehensive evaluation framework measuring multiple dimensions: retrieval quality (NDCG, MRR), generation quality (BLEU, ROUGE), user engagement (session length, query reformulation rate), and business metrics (conversion rate, task completion). Implement inline feedback mechanisms allowing users to rate responses and flag issues. Use reinforcement learning from human feedback (RLHF) to fine-tune models quarterly based on collected ratings. Set up automated monitoring with tools like Weights & Biases to track latency (<500ms target), error rates, and model drift. Conduct regular human evaluation sessions where evaluators assess response quality on diverse query samples, using insights to identify systematic failures and prioritize improvements 13.

Implementation Considerations

Tool and Framework Selection

Choosing appropriate tools and frameworks depends on technical requirements, team expertise, and scalability needs 23. Organizations must balance between fully managed solutions offering rapid deployment and open-source frameworks providing customization flexibility 3.

For orchestration, frameworks like LangChain and Haystack provide modular pipelines for chaining retrieval, generation, and dialogue management components 3. LangChain excels for rapid prototyping with extensive LLM integrations, while Haystack offers production-ready pipelines with strong retrieval capabilities. For NLU and dialogue management, Rasa provides comprehensive open-source tools for intent recognition and DST, suitable for organizations requiring on-premise deployment 4. Vector databases like Pinecone, Weaviate, or FAISS handle embedding storage and similarity search, with Pinecone offering managed services and FAISS providing high-performance local deployment 23.

Example: A mid-sized eCommerce company might implement using Haystack for retrieval pipelines, integrating with their existing Elasticsearch infrastructure for keyword search and adding Weaviate for vector search. They could use Sentence Transformers for generating embeddings and deploy a fine-tuned FLAN-T5 model for response generation, monitoring latency with Prometheus. This stack balances cost (open-source components), performance (optimized retrieval), and maintainability (well-documented frameworks) 3.

Audience-Specific Customization

Conversational search systems must adapt to audience characteristics including domain expertise, language preferences, and interaction patterns 15. Different user segments require different response styles, terminology levels, and interaction flows 2.

Technical audiences benefit from detailed, precise responses with technical terminology, while general consumers need accessible language and guided exploration. Domain-specific customization involves fine-tuning models on industry corpora—medical search systems train on clinical literature, legal search on case law, and eCommerce on product descriptions and reviews 13. Language and cultural adaptation requires multilingual models like mBERT for international audiences and handling of code-switching (mixing languages within queries) 2.

Example: A healthcare information platform implements audience detection based on user profiles and query patterns. For healthcare professionals, queries about “ACE inhibitors” return detailed pharmacological information, drug interactions, and clinical trial data. For patients, the same query triggers responses in plain language: “ACE inhibitors are blood pressure medications that work by relaxing blood vessels,” with links to patient education resources. The system adjusts response length, citation style, and follow-up suggestions based on detected expertise level, improving comprehension and satisfaction across diverse user segments 1.

Organizational Maturity and Resource Constraints

Implementation scope should align with organizational AI maturity, available resources, and existing infrastructure 23. Organizations at different maturity levels require different approaches, from MVP implementations to sophisticated production systems 3.

Early-stage implementations should focus on minimum viable products using managed services and pre-trained models to validate value before significant investment. Start with open-source datasets from Hugging Face Hub for initial training, deploy using cloud-managed LLM APIs (OpenAI, Anthropic, Cohere), and implement basic hybrid search with existing search infrastructure 23. Mid-maturity organizations can invest in custom fine-tuning on proprietary data, implement sophisticated RAG pipelines, and deploy dedicated vector databases 3. Advanced implementations involve training custom models, implementing RLHF feedback loops, and building microservices architectures for scale 2.

Example: A startup with limited ML expertise begins with a Cohere API integration for semantic search, adding conversational capabilities to their existing keyword search. They use LangChain for basic orchestration and implement simple context retention storing the last 3 queries in Redis. After validating 15% conversion improvement, they invest in a data science hire to fine-tune models on their proprietary customer interaction logs and implement more sophisticated dialogue management, progressively building capability aligned with demonstrated ROI 12.

Privacy and Security Considerations

Conversational systems handling user queries and maintaining session context raise significant privacy and security concerns requiring careful architectural decisions 2. Context storage contains sensitive information about user interests, preferences, and potentially personal details that must be protected 3.

Implement privacy-preserving techniques including federated learning for model updates without centralizing sensitive data, differential privacy for aggregate analytics, and strict data retention policies automatically purging conversation histories after defined periods 2. For regulated industries (healthcare, finance), ensure compliance with HIPAA, GDPR, or relevant frameworks through encryption at rest and in transit, access controls, and audit logging 3. Consider on-premise deployment options for organizations with strict data residency requirements.

Example: A financial services company implements conversational search for investment research with strict privacy controls. User conversations are encrypted using AES-256, stored in isolated tenants with role-based access controls, and automatically deleted after 30 days. The system uses federated learning to improve models based on aggregate patterns without exposing individual queries. For compliance, all query logs are anonymized before analysis, and the system implements audit trails tracking all access to conversation data. This architecture enables conversational capabilities while meeting regulatory requirements and maintaining customer trust 2.

Common Challenges and Solutions

Challenge: Context Drift in Extended Conversations

In long multi-turn conversations, systems struggle to maintain coherent context as dialogue history grows, leading to responses that contradict earlier information or lose track of user goals 23. This occurs because LLM context windows have limits (typically 4K-32K tokens), and even within those limits, attention mechanisms may not effectively weight distant context. Users experience this as the system “forgetting” earlier preferences or providing inconsistent information, degrading trust and requiring frustrating repetition 3.

Solution:

Implement hierarchical context management with periodic summarization and selective context retrieval 23. After every 5-7 turns, use an LLM to generate a structured summary capturing: user goals, established constraints, key facts provided, and outstanding questions. Store both full conversation history and compressed summaries. For each new query, construct context by combining the compressed summary with the most recent 2-3 full turns, providing both long-term memory and immediate context 3.

Additionally, implement explicit context tracking using dialogue state representations that maintain structured slots (key-value pairs) for critical information like user preferences, entity references, and constraints 2. When generating responses, instruct the LLM to reference this structured state for consistency. For example, if a user specified “budget under $500” in turn 2, maintain this in the state and include it in context for all subsequent turns, even if not explicitly mentioned. Monitor context coherence through automated tests that check for contradictions across turns and user feedback on response consistency 3.

Challenge: Hallucination and Factual Inaccuracy

LLMs generating conversational responses may produce plausible-sounding but factually incorrect information, particularly when queries fall outside training data or require current information 23. This is especially problematic in domains requiring accuracy like healthcare, legal advice, or technical support, where incorrect information can have serious consequences 4. Users may not recognize hallucinations, accepting false information as authoritative.

Solution:

Implement robust RAG architectures with multi-stage verification 23. Structure the pipeline to always retrieve relevant documents before generation, passing them as grounding context with explicit instructions to cite sources. Use query rewriting to reformulate ambiguous questions into more retrievable forms—for example, expanding “What did the study say?” to “What did the [previously mentioned study name] say about [topic]?” based on conversation context 4.

Add a verification layer using natural language inference (NLI) models that check whether generated claims are entailed by retrieved documents 3. For each factual statement in the generated response, the NLI model assesses whether it’s supported by the source documents, flagging unsupported claims for removal or qualification with uncertainty language (“This information may not be current…”). Implement diverse retriever ensembles combining different embedding models and retrieval strategies to improve coverage and reduce the chance of missing relevant information 2.

For time-sensitive information, integrate real-time data sources through API calls rather than relying solely on static indexes. Establish human-in-the-loop review for high-stakes domains, where generated responses are reviewed before delivery. Track hallucination rates through regular human evaluation and automated faithfulness metrics, targeting >95% factual accuracy 34.

Challenge: Query Ambiguity and Intent Uncertainty

Users often express information needs ambiguously, using vague terms, pronouns without clear referents, or queries that could have multiple valid interpretations 13. For example, “best options” could refer to quality, price, popularity, or other criteria. Without clarification, systems may provide irrelevant results, frustrating users and requiring query reformulation 2.

Solution:

Implement proactive clarification strategies with intelligent disambiguation 13. When intent recognition confidence falls below a threshold (e.g., <0.7), generate targeted clarification questions rather than guessing. Design clarifications to be specific and actionable: instead of "What do you mean?", ask "Are you looking for the highest-rated options, the most affordable, or the most popular?" 3.

Use context from conversation history and user profiles to make informed disambiguation decisions. If a user previously showed price sensitivity, prioritize budget-friendly interpretations of ambiguous queries 2. Implement entity linking to resolve pronouns and references—when a user says “those,” link it to the most recently mentioned entity set using coreference resolution models 3.

For inherently ambiguous queries, provide multiple interpretations with examples: “I found results for ‘python’ the programming language and ‘python’ the snake. Which are you interested in?” Include preview information helping users quickly identify the correct interpretation 1. Track clarification effectiveness by monitoring how often users accept suggested interpretations versus reformulating, iteratively improving disambiguation strategies based on this feedback 3.

Challenge: Latency and Scalability

Conversational systems involve multiple computational steps—NLU processing, context retrieval, document search, reranking, and LLM generation—creating latency challenges 23. Users expect search results within 1-2 seconds, but complex conversational pipelines can take 5-10 seconds, degrading user experience. At scale, serving thousands of concurrent conversations with large LLMs requires substantial computational resources, creating cost and infrastructure challenges 3.

Solution:

Implement multi-level optimization strategies addressing both latency and throughput 23. For latency, use asynchronous processing with streaming responses—begin displaying retrieved documents while the LLM generates conversational synthesis, providing immediate feedback 3. Implement aggressive caching at multiple levels: cache embeddings for common queries, cache retrieval results for popular topics, and cache generated responses for frequently asked questions 2.

Optimize model selection based on latency requirements: use smaller, faster models (e.g., FLAN-T5-base) for initial responses and larger models only when needed for complex queries 3. Implement early termination strategies where simple queries bypass expensive components—if a query exactly matches a cached FAQ, return the cached response without invoking the full pipeline 2.

For scalability, deploy using microservices architecture with independent scaling of components 3. Retrieval services, which are less computationally intensive, can run on CPU instances, while LLM generation services require GPU instances that can be scaled independently based on load. Use model quantization and optimization techniques (ONNX, TensorRT) to reduce inference costs by 2-4x without significant quality degradation 2. Implement request batching to improve GPU utilization, processing multiple queries together when possible.

Monitor latency with percentile metrics (p50, p95, p99) rather than averages, targeting <500ms for retrieval and <2s for full conversational responses 3. Use tools like Prometheus for real-time monitoring and automatic scaling triggers. For cost management, implement tiered service levels where premium users get access to larger models while standard users receive responses from optimized smaller models, balancing quality and cost 2.

Challenge: Bias and Fairness in Conversational Responses

LLMs and retrieval systems can perpetuate or amplify biases present in training data, leading to unfair or discriminatory responses across demographic groups, sensitive topics, or controversial queries 23. This manifests as stereotypical associations, unequal representation in results, or responses that reflect majority viewpoints while marginalizing minority perspectives. In commercial applications, biased responses can damage brand reputation and exclude user segments 1.

Solution:

Implement comprehensive bias detection and mitigation strategies throughout the pipeline 23. Begin with bias auditing using standardized test sets covering demographic groups, sensitive attributes, and controversial topics. Tools like Microsoft’s Fairlearn or Google’s What-If Tool can help identify disparate performance across groups 3. Conduct regular human evaluation specifically assessing fairness, with diverse evaluator panels representing different perspectives.

For mitigation, employ several techniques: fine-tune models on carefully curated, bias-mitigated datasets that provide balanced representation 2. Implement prompt engineering strategies that explicitly instruct models to provide balanced perspectives: “Provide information considering multiple viewpoints without stereotyping” 3. Use retrieval diversity techniques ensuring result sets include diverse sources and perspectives rather than reinforcing dominant narratives.

Establish content policies and safety filters that detect and handle potentially harmful outputs 2. Implement human-in-the-loop review for sensitive topics, where responses are reviewed before delivery. Create feedback mechanisms allowing users to report biased or unfair responses, feeding this data into continuous improvement cycles 3.

For transparency, consider disclosing limitations: “This response is generated by AI and may not reflect all perspectives. For sensitive topics, please consult multiple sources.” Conduct quarterly bias audits with published results and remediation plans, demonstrating organizational commitment to fairness. Partner with domain experts and affected communities to understand bias manifestations specific to your application domain and implement targeted interventions 23.

See Also

References

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