You can always spot AI marketing. There is this consistent misuse of words like "creativity" which implies intent. AI does not have intent or self-awareness. AI has no concept of objective reality. The word "hallucinations" has the same problem. With no concept of objective reality there is no understanding of the real and the unreal. To quote a popular article, it's bullshitting. All the LLM and algorithmic refinements only improve it's bullshitting. https://www.psypost.org/scholars-ai-isnt-hallucinating-its-b...