For a long while now, IBM has been treating "AI" as a product that can be managed, packaged, and sold by "general" business managers -- think MBA-types with only a superficial, qualitative grasp of deep learning and AI. Doing that with rapidly evolving technology is a sure-fire recipe for failure.
Most such MBA-types today are ill-equipped to manage, package, and sell "AI." They're roughly in the same position as English or History majors who are asked, say, to manage, package, and sell a new kind of quantum-computing technology without knowing or understanding much about quantum physics. The technology is moving faster than their ability to keep up.
IBM's mismanagement is a shame, because the system they showcased nearly a decade ago -- the one that competed and won in Jeopardy -- was state-of-the-art at the time.