The tricky part is that you can't just think or talk your way into a new paradigm - the entire company has to act. After all, good ideas and breakthroughs often come from individuals in the trenches instead of from executives. This means exploring new possibilities, running experiments, and constantly iterating based on what you learn. But the reality is that most people naturally resist change. They get comfortable with how things work today. In many companies, you're lucky if employees don't actively fight against new approaches.
This is why CEOs sometimes need to declare company-wide mandate. Microsoft did this in the mid-90s with their famous "Internet Tidal Wave" pivot when Bill Gates sent that memo redirecting the entire company. Intel forced its "right-hand turn" when CPU business was still nascent.
Without these top-down pushes, organizations tend to keep doing what they've always done. Or to say the least, such top-down mandate at least sends a clear message to the entire company, potentially triggering a cultural shift. The "AI-first" thing may well be overhyped, but it's probably just leaders trying to make sure their companies don't get left behind in what looks like a significant shift. Even if the mandate fails, at least the company can learn something valuable. Note I'm talking about directions. The mandate can fail badly due to poor execution, but that's a different topic.