This sounds like a case where the AI is used in a "marketing" way to make people interested in a product, and then there isn't really much AI involved, and the people developing the AI have a struggle to prove that it's relevant to the business.

I wonder if DeepMind at Google has a similar problem. It is certainly getting a lot of headlines, but there are plenty of other AI groups within Google that do business-relevant things like improve search or ad matching or make Google Home's voice recognition work. I would not be surprised if in the long run DeepMind becomes a group that performed a neat stunt with Go, but kind of fades in practical relevance, like Watson with Jeopardy.