Undoubtedly LLMs can be used to create useful features, but first companies will need to realize that
1) It will take more effort than throwing up a LLM front end for your product.
2) It's probably not going to be a flashy, "disruptive" feature. Something that makes user experience just 5% easier/more efficient is huge, but AI influencers won't breathlessly shill your feature if that's "all" that it does.
3) You have to think about problems to solve before thinking about solutions.