Another signal that prominent mentions of "AI" in your marketing sends is "this product is going to shoe-horn AI into this somehow". Plenty of products that people use every day at home or in work - Google search, Facebook Messenger, Instagram, Jira, and more - have had some kind of AI-first redesign. In each case some AI functionality has been placed prominently either somewhere that you accidentally press it or in place of something that previously worked. Even my iPhone brings up this brightly coloured keyboard expecting me to do something with AI, and I don't actually know what causes it.

So I think it's much simpler than solidarity with creators, artists or even workers more generally. It's that "AI" as a brand stinks, people are connecting it with annoying, low quality experiences and shitty low-effort art.