Keywords will still be around at the user interface for people buying ads, they are easy to grasp. Part of the secret sauce is getting those keywords mapped into the right entities in a sort of knowledge graph of things you can spend money on that is also connected to all the content of the places you can serve ads on.

In today's world, an ad is clearly an ad.. Or is it? Even now we have advertorials and "sponsored posts" that blend into content maybe a little too much sometimes.

What happens when chatbot companies start taking money to subtly nudge their models into shilling for this or that product.