In European consulting agencies the trend now is to make AI part of each RFP reply, you won't go through the sales team, if AI isn't crammed there as part of the solution being delivered, and we get evaluated for it.
This takes all the joy away, even traditional maintenance projects of big corps seems attractive nowadays.
I remember when everything had a have the word ‘digital’ in it. And I’m old enough to remember when ‘multimedia’ was a buzzword that was crammed into anywhere it would fit.