I like the point you make.
I think there are the AI leaders, and then there is everyone else. What is the difference?
The leaders are mostly big tech, who have driven the step-change advances you describe. This, IMHO, was due to their pre-existing mastery of data. They already had a ton of well-organized data, because they were engineering cultures, and data was the lifeblood of their business (ads, search, shopping). Once ML/AI came into the picture, it was full steam ahead.
Most others are (blind) followers, and cannot tease apart the engineering bit from the (data) science hype. They get fixated on the latter (data science and ML/AI) and forget the engineering, or "scale" part.
The first question should not be about AI/ML, but on the other hand, do you have solid (data) engineering where your data is easily accessible to any data scientist? By now it should be apparent that "data is the new oil" and will be useful even if you don't plan to do deep learning.
If you don't have solid (data) engineering and "data at scale" for anyone, anywhere, then your ML/AI efforts are doomed.
Data first, only then ML/AI. See "Data Science Hierarchy of Needs":
https://hackernoon.com/the-ai-hierarchy-of-needs-18f111fcc00...