that Google is at least experimenting with, if not actually incorporating, AI.
Artificial yes, but intelligence? I just don't see it.
A shift in user behavior may have negated some of the benefits of general keywords. Having stuck to their guns for months, Google's serps have been so out of whack for so long that people still need to refine their queries to find what they are looking for - or to be presented with a diversified set of results. That's assuming that they can even find it in Google and don't go elsewhere.
To be honest, unless it is for a work related task for a client, I personally have not used Google search in a while.