This remains me so much of the .COM bubble in 2000. A lot of clueless companies thought that they just need to “do internet” without any further understanding or strategy. They burned a ton of money and got nothing out of it. Other companies understood that the internet is an enabling technology that can support a lot of business processes. So they quietly improved their business with the help of the internet.

I see the same with AI. Some companies will use AI quietly and productively without much fuzz. Others are just using it as a marketing tool or an ego trip by execs but no real understanding.