Why does Siri not understand me? AI and language comprehension

One of the challenges that researchers face in Artificial Intelligence (AI) is being able to understand human language and simulate it through technology.

What should you as a e-commerce company purchasing Google Ads services from an Agency be asking and telling about at a launch meeting?

At Keywordio we hear many clients say that they usually don't know what to prepare for a launch meeting with an agency. What should they tell the agency and what should they ask?