There's an almost total, unprecedented disconnect between C-suite perceptions of AI and user perceptions.

In C-suites AI appears to be some kind of limitless source of goodness and profits, so companies must optimise hard for it, or risk getting left behind.

Everyone else is either "Has some uses if you steer it carefully" or "Hell no."

Then maybe we could say that if it's visibly AI, then they've failed. We don't notice the well-done AI, just the badly done ones that hinder the user rather than helping.

And therefore probably in users' minds, when you say "AI", they think of all the badly done ones, not the good ones, because they didn't notice the good ones as AI. So when you advertise it as AI, that's a negative.