David and Azahara discuss the importance of using AI to gain deeper insights into user intent and refine your keyword strategy. Talking points include: How do you use AI to gain deeper insights into user intent? How do you ensure that you’re targeting the right users? How does this lead on to refining your keyword strategy? How do you make sure that keywords aren’t missed? What do you mean by a cohesive approach? What AI tools do you use? How do you continue to refine your approach? What are the advantages of this versus a more traditional approach? What are your thoughts on how your approach will continue to evolve in the future?