Say for example, I go on a quest to create "AI" from scratch and start with inventing string interning to keep track of symbols. It would be pretty big deal for me, but it would absolutely not be AI which was an ill defined goal from the start.
String interning though will be useful for a lot of disciplines, and a good marketing department will start calling it AI to get more moolah out of it.
This is exactly what happened in the 80s and its practically what is happening today. "AI" is a great motivator to call any of your project a success, because it encompasses everything. Programming Languages, GUI, Networking and whatnot have come out of "AI" research.
In my books, AI just mean one thing. A general purpose machine that can do anything that a human can or more. Not chess, not starcraft, not spying, but everything. People have started calling this hypothesis strong AI, but I think AI will do. This should be the final goal. Anything before that, Programming Languages, Deep Learning, Networking, Hardware Design should be called by their own names and merit.