No it's not. It's because management is tone deaf and out of touch. They'll latch onto literally anything put in front of them as a way out of their inability to iterate and innovate on their products.

Throwing "ai" into it is a simple addition, if it works, great, if it doesn't well the market just wasn't ready.

But if they have to actually talk to their users and solve their real problems that's a really hard pill to swallow, extremely hard to solve correctly, and basically impossible to sell to shareholders because you likely have to explain that your last 50 ideas and the tech debt they created are the problem that needs to be excised.