No one does.
Even with AlphaGo the hype was insane, but was mostly caused by people confusing weak AI with strong AI with Arnold Schwarzenegger. Any material that intentionally plays on this confusion is arguably false advertising and fraudulent.
The truth is, it's still impossible for anyone to talk about strong AI, because we have hardly been able to define what it even is. We just know we have it, and it's still unlike anything anyone is working on that has made it to the public. The people who write the papers absolutely know this. It's a common goal, but we have yet to engineer anything that remotely resembles strong AI.
For the most part, we're either still busy figuring out small but hard problems, or hacking resemblance and avoiding the important problems altogether.