When you hear the name “Carson,” you might think “famed TV host” (Johnny or Daly).

Or “football-flinging quarterback” (Palmer, Wentz or Beck).

Cars Commerce, the parent company of Cars.com, wants you to think “AI search engine.”

On Thursday, the company announced the launch of its own “Carson” — and this one is a multilingual search platform for car shopping.

Carson offers an AI engine designed to take conversational queries and convert them into targeted search results, Cars Commerce said.

This process makes it so “complex filter-based navigation” is no longer necessary, “helping undecided shoppers navigate between brands and lifestyle decisions” and “inspiring deeper engagement from car shoppers,” the company said.

In a news release, Cars.com senior director of product management Matt McDonald said, “AI has the opportunity to speed and enhance car shopping and selling. Cars.com is seeing record traffic on our marketplace this year and we aim to deliver the best online experience that helps car buyers connect with dealerships and brands and find what they’re looking for quickly.

“Carson is a great example of our commitment to leveraging the latest technology to simplify complex processes within the automotive industry, vastly improve the car shopping experience and deliver more value to our partners,” he added.

Here’s an example of how Carson might work.

The customer can punch in a natural language query like “”I need something reliable for my family of 5 that won’t break the bank” or “Great deal on a used truck under $30k that can tow.”

Carson would then immediately share result with information about Cars.com Award winners from reports like the site’s Best of Awards and American-Made Index.

Since Carson’s debut, some of the most popular AI searches on Cars.com have been around practicality (“reliable,” “safe,” or “high resale”), emotional searches (consumers looking for cars that are “cool,” “flashy,” or “fast”), lifestyle (“good for a new teen driver” or “fit my family and dog” or specific searches that might use automotive lingo that Carson can decipher (ie “c6 vette”

Cars Commerce said there will be continued evolution with Carson, including AI summaries with search refinement prompts, filter suggestions and personalized options/comparisons.

The company said other AI-powered offerings are on the way, as well.