The primary audience here isn't average people, or even engineers at the company. The primary audience is investors - the idea is to trick idiots into dumping their money into this overvalued company rather than the infinite other ones that also claim to solve groundbreaking problems with AI.

In the past, it was hiring (or at least the appearance of hiring). But that's an expensive signal and not sustainable for long in a post-ZIRP period. On the other hand, bullshitting about AI (and before that, blockchain) is much cheaper in comparison, and seems to do just as good without actually needing to hire anyone or even pretend to.

Whether AI is actually used, or helps the bottom-line, is irrelevant (it's not possible to conclusively say whether a piece of code was authored by AI or not, so the subsequent narrative will be tweaked as necessary to fit the market conditions at the time).