There is a cost for not getting on a hype train. CEOs rather waste a couple of billion dollars on that machine learning/AI hype train, because if they don't hop on that train, Wall street folks see these companies old-school, not innovating. So, they bring in Chief AI officer and write about about how machine learning gonna help their companies in the Quarterly reports. Even if they lose $2B in this AI venture, just treat as insurance premium to keep the stock price going up.

Same with all these technologies.