The main benefit of LLMs was already abundantly clear: literally just chat with it in day to day work when you can. Ask it questions about accounting, other domains it knows, etc. That's like up to 10-20% performance increase on tasks if you align OK.
Still, they were in search of a unicorn, and it was really tiring to be asked regularly how AI could help my workflows. They were not even spending a real budget on discovering "groundbreaking" use cases, meanwhile hounding us to shove a RAG-bot into every product they owned.
The only thing that made sense was that it was a marketing strategy to promote visibility, but they would not acknowledge that or tell us that directly (but still--it was not their business strategy to get NEW customers).