I agree with you. There seems to be a new marketing trend right now, where any product can be tagged with the term "artificial intelligence" if it uses any of the algorithmic techniques developed in a field of AI research.

Some people are saying that "artificial intelligence" is the new "big data".

One example of this is thegrid.io, which as far as I can gather uses a constraint solver to help in positioning items on a page, and they call it "AI websites that design themselves".

Whether this is a good thing or a bad thing I don't know, but I think it is here to stay. Because it sounds good..