I've been noticing the uptick of beige + serif fonts + art with rough textures in this space. It feels like an attempt to humanize the technology and make it more palatable to people. Anthropic is the biggest example of this language with its ads and promotions.
Edit: I'm enjoying seeing all the other examples linked in the responses. I decided to make a public Semble collection (https://semble.so/profile/vadhub.bsky.social/collections/3mr...) to track more, feel free to add to this!