Whiter than white
I think a lot of the problem with the increasing marketing BS about AI is down to the fact that early nerd millionaires suddenly realised that although they could create valuable IT stuff, they knew very little about how to sell it.
Then they began to employ marketing guys who helped to make the millionaires into billionaires, that entrenched marketing into the game and once marketeers have too much power everything is sold like washing powder; every year or so there is a new incarnation of a product that is usually not that different but is sold as 'New Improved, Washes Whiter Than White And Removes All your Understains better Than Before' ( Many of these campaigns are planned for years at a time with staggered so called improvements being introduced bit by bit).
So each year there needs to be a new buzzword or innovation in order to have a new bandwagon to help the consumerist hype along. At the moment it's AI until as Andrew says, everybody gets sick of it when they realise it's not intelligent, smart or even a benefit.
Dragon speech to text has been going for donkey's years and is touted as smart but I know for a fact it can't process the speech from two of my friends, one is a Glaswegian and the other a Geordie, mind you I have a few difficulties processing some of the things they say.
Biting the hand that feeds IT
