>Calling it an "AI" is indeed an act of marketing

Again, this is literally the name of the field (and the tech). It's been around longer than you and probably your parents.

Dartmouth workshop (1956):

https://en.wikipedia.org/wiki/Dartmouth_workshop

Random dusty undergrad textbook from the early 70s:

https://m.media-amazon.com/images/I/816fxHVJkHL._SL1500_.jpg

>there is no learning...

If human-like continual learning is suddenly the standard, you can just as easily say that terms like machine learning and deep learning are an "act of marketing".