If my employer is anything to go by, much of it is just unimaginative businesspeople who are afraid of missing out on what everyone else is selling.
At work we were instructed to shove ChatGPT into our systems about a month after it became a thing. It makes no sense in our system and many of us advised management it was irresponsible since it’s giving people advice of very sensitive matters without any guarantee that advice is any good. But no matter, we had to shove it in there, with small print to cover our asses. I bet no one even uses it, but sales can tell customers the product is “AI-driven”.