It's not something new and predates ChatGPT by a long shot.
Some 10 years ago I was trying to market my trading system and the backtesting/simulation software that produced it and there was one and only one question that I was asked by a VC I got in contact with: "Is it AI?". I made the mistake to say "well, no.. plain mathematics". Never heard of them afterwards.
Now I'm soon going to market a new trading system and this time you know what I'll say that it consists of ;)
Incidentally I did work with "AI guys" trying to somehow drain some money out of the stock market using some form of magic. The approach is very "Lords Of The Rings" like, you don't need to know fundamentals, don't need a keen understanding of the processes and various instruments, because "the ring" knows. All you need to know is to spin the ring around your finger and make the wish "make money".
I never saw anything but bullshit coming out of these "AI in finance" but at the same time never saw but "great successes" reported by these guys twisting and twirling and tormenting the numbers in desperation to make them look profitable.