While most SEOs are focused on optimising for Google's AI Overviews, they are sitting on a goldmine of proprietary data from their on-site conversational AI tools. Information customers explicitly and proactively share during guided shopping or question-and-answer flows – reveals true user intent, content gaps, and the exact language customers use (including valuable long-tail keywords). Audience: digital marketers who are looking for innovative ways to leverage AI and data for tangible results, moving beyond generic content creation and into data-driven strategic planning.