There's nothing to wonder about. It's obviously marketing.

The whole narrative of "inevitability" is the stock behavior of tech companies who want to push a product onto the public. Why fight the inevitable? All you can do is accept and adapt.

And given how many companies ask vendors whether their product "has AI" without having the slightest inkling of what that even means or whether it even makes sense, as if it were some kind of magical fairy dust - yeah, the stench of hype is thick enough you could cut it with a knife.

Of course, that doesn't mean it lacks all utility.