I'm wondering whether they're seeing "AI" as the next big thing for mass consumer markets.

IMHO, there are few "big thing" for mass consumer markets and we haven't had one recently.

In chronological order, I'd put PC (90's), internet and online shopping (2000's), smart phones and 'social' media (2010's) and that's it.

I consider something reached "mass consumer market" when a 75 years old grandma considers it normal.

Yes there are many new stuff (online services around phones, smart watches, assistant like Alexa) but nothing that's used by almost everyone.