They have enough "AI" stuff. People just don't know it is AI. That is the best way of integrating AI into your product(s). The tech behind stuff doesn't really matter for the end user.
other companies should also follow that trend, use ai for useful features, just give the feature a good name... no need to mention "ai"... because next year it could be something else that is powering the feature.
other companies should also follow that trend, use ai for useful features, just give the feature a good name... no need to mention "ai"... because next year it could be something else that is powering the feature.