As for the fact that corps like Apple backing out of AI marketing, it is because AI itself becomes a negatively connotated term that is no more associated with something great and pleasant - but has become a negaive term people associate with fear of job loss, uncertain future, high computer + RAM prices, rising retail electricity prices, AI slop spam etc etc. We basically approaching AI fatigue to the point of AI hatred - and you do no want to raise those feeling and have them associated with your brand. Apple gets that, others will follow suit.

This has btw. nothing to do wheter or not AI does actually have positive impact on society or not - it is the feelings that matter, not objective facts.