There's a lot of discussions around Artificial Intelligence (a.k.a. AI) these days. Depending on who you talk to or read from, AI will end up doing the following:
But let's be real: as of this writing, AI is but another technology fad and its effect will be watered down significantly, at least in the short term. While it will likely tighten the grip of corporate powers over our personal lives, it will also lead to decentralization and force a reorganization of those same powers in ways that are difficult to predict.
The main reason why these alternatively optimistic or apocalyptic prognostics of our future lives under AI aren't realistic is that the technology behind artificial intelligence is inherently limited. But let's not get ahead of ourselves here, and stick to the impact of AI in the field of search engine optimization and marketing.
AI is a way of programming processes using the near-infinite amounts of 1) computing power afforded by the clould architecture, and 2) identification and behavioral data that the cloud has been gathering intensively over the last two decades. That enables corporations like Google, Amazon and the likes, to tap into banks of data and quickly derive conclusions based on known or identifiable patterns. For example, Google can now easily extract keywords from just about any content published on the Web, and figure out how relevant (or now) that content really is.
So when an SEO specialist tells you that you need to target so-called "keywords," take this advice with a grain of salt. In 2019, it's more than likely that Google does not take keywords seriously.