AI is not intrinsically matmul. Current models are a framing of the problem as matmul to enable the bulk operations necessary. There are many calculations that can (and have been) reframed into matrix form to achieve similar results. More than once I have seen a matmul version of something that I thought couldn't have been representable that way. I'm not sure if the greater benefit is the performance or the ability to conceptually manage the problem in you head.

Not all algorithms can be converted of course, but a lot of that is because there are some inherently unparallelizable problems.

The nice thing is that for GPUs you're rarely writing directly against the metal but instead pseudocode lowered by the driver; the driver could know to just lower it this way. On an NVidia GPU they control the whole stack and don't need to get a further ecosystem going there. Possibly the same for Apple.