Identity Digital's Domain Engine Gets Smarter with AI and Expanded API Functionality

Domain Engine offers AI powered domain search with more intelligent, flexible and personalized capabilities.

Identity Digital™, a leader in connecting the online world with domain names and related technologies, today announced the launch of a significant expansion of its Domain Engine search tool, including new artificial intelligence capabilities and expanded API functionality — making domain searches smarter, flexible and more personalized for millions of website creators around the world.

As the availability of traditional web address domain names decline, it is becoming more difficult for website creators to find intuitive, memorable and relevant domain options. Registrars, the organizations that connect purchasers with domains and related services, are key to surfacing available web addresses across increasing options of descriptive domains, such as .business, .info, or even .pro and .world. But with hundreds of different domain extensions available, it can be hard to find the most relevant option with traditional search technology.

Although the emergence of generative AI technology offers a potential solution to answering prompts and surfacing information, developing proprietary AI-based search can be too resource-intensive for most registrars to pursue. Identity Digital’s Domain Engine upgrades have been developed as a direct response to this, creating a powerful, turnkey and registry-neutral search solution that harnesses AI-driven refinements for more accurate, dynamic and relevant domain suggestions, better ensuring that website creators can more easily find their perfect domain.

“New, descriptive domains have always been poised to be a game changer; not just for registrars but for website creators and how we as individuals engage with the internet itself,” said Brian Lonergan, VP of Product Strategy at Identity Digital. “But as we all go beyond traditional web addresses, the domain industry needs to ensure it can help creators find the exact right fit, even against a backdrop of thousands of options. This is exactly the problem that Domain Engine solves, helping registrars offer smarter, more personalized search experiences — driving more successes for both themselves and the website creator. A true win-win.”

During a recent test, Domain Engine significantly outperformed leading competitor search solutions. Over four weeks, the test evaluated search solutions to determine which was the most effective at driving conversions and revenue. Identity Digital’s Domain Engine exceeded competitors, serving 2x more relevant top-level domain (TLD) suggestions and increasing conversion per search by more than 100% and total transaction revenue by 73%.

“WordPress.com needs to be able to provide great domain choices that fit the digital identity of each of our website creators. Domain Engine seamlessly integrates into our workflow and makes it easier for our users to find and select from the huge number of domain options that we provide,” said Del Putnam, Team Lead for Domains at WordPress.com. “We have tested a number of other options and Domain Engine has delivered what we needed – results that deliver conversions and a helpful partner that is easy to work with.”

Registrars like Sav.com, Porkbun, Hostinger, Name.com and WordPress.com are using Domain Engine to augment their search and offer customers the most relevant domain names available. The new updates provide more dynamic improvements to the search logic based on historical performance data. Domain Engine provides context-suited second-level domain (SLD) and top-level domain suggestions across every available registry based on customer search inputs.

Alongside the new upgrades, the Identity Digital Domain Engine offers registrars:

• Greater flexibility: Power the entire search experience or add it to an existing search setup.
• Customization: Tailor search results with tools such as geotargeting and priority TLD weighting within Domain Engine’s control panel.
• Turnkey solutions: Implement simply and quickly with just one API command.
• Relevant insights: Gain insight into customer search preferences with Identity Digital’s data and reporting tools.
• Extensive catalog: Leverage TLDs across all registries to ensure customers find their ideal domain.
• Cost effectiveness: Access Domain Engine’s powerful search technology for no cost.

To learn more about Domain Engine or request a demo, visit or contact Identity Digital.

About Identity Digital

Identity Digital Inc. simplifies and connects the online world with domain names and related technologies to empower people to build, market, and own their authentic digital identities. With the world's largest portfolio of TLDs including .info, .pro, .world, and .live, Identity Digital supports over 28 million domains on its innovative registry services platform. Identity Digital is the trusted registry services partner for .org and .au. In addition, Identity Digital enables customers to discover, register, support and use high-quality domain names with its registrar, Name.com. Headquartered in Bellevue, WA, Identity Digital is a global company with approximately 250 employees. For more information, please visit identity.digital.

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