Hey, OP here!

The answer is a bit boring: the expenditure definitely has helped customers - in that, they're using AI generated responses in all their work flows all the time in the app, and barely notice it.

See what I did there? :) I'm mostly serious though - one weird thing about our app is that you might not even know we're using AI, unless we literally tell you in the app.

And I think that's where we're at with AI and LLMs these days, at least for our use case.

You might find this other post I just put up to have more details too, related to how/where I see the primary value: https://kenkantzer.com/gpt-is-the-heroku-of-ai/