They'll only get to claim a hollow victory because AGI is impossible to rigorously define. None of the regulating bodies of consumer products will be able to define it better than academics. They'll use marketing to make those claims and there will be legal battles that keep it in a gray area.

They'll go for that because it's easier than actually inventing the 'sci-fi' AGI, shareholders keep making money, and it keeps them getting paid to keep going. If any of them actually do succeed, then that little deception will be peanuts.