Non-financial use cases would rely on a blockchain's tamper-resistance: like timestamp hashes for proof that a video happened at a certain time (only useful if this video is alleged to be faked), or something like NameCoin which was a tamper-resistant DNS prototype. Some people are trying to implement digital identity with blockchains, and others are trying to build a social layer in such a way where you own your 'social/friend network' and can view it with any ux you choose.
I think basically all of the marketing-hucksters have rotated into AI (IBM is running ads for AI, not blockchains), so the hype is muted compared to 2017 or so.