Yes, we should reject these words as analogies for AI, because they heavily influence the understanding we form of these systems. (The Language Labyrinth: Constructive Critique on the Terminology Used in the AI Discourse by Rainer Rehak is a great read, although quite academic).

My critique in this case was more on how a essay focussing on language uses language that heavily incorporates the values at the core of these companies (efficiency, measurable improvement, transhumanism, individualism). We should investigate the language that have created the circumstances of these companies and how these companies have affected our language.