Users aren't really asking for AI features, but they may be asking for features that require AI.

As Google integrates Gemini into their Google Assistant and Google Home products, if it starts to become leaps and bounds better than Siri, customers are going to start wondering why Apple is falling behind. If Apple can't achieve those things without AI and that could cause problems. Customers aren't saying "I want AI features", but they are indirectly asking for them because the features they want require AI to do what they expect.

(I realize Google and Apple have a deal happening to have Gemini integrated into Siri so this isn't the best example, but I think it illustrates the point I'm trying to make)