exactly this. it's a marketing scheme that was deployed successfully, and just like ThE MEtAVeRsE and nfts, a lot of clueless people said "oh boy the future is now/we're going to make so much money"

but while some companies may make an attempt, AI won't meaningfully cut into creative work for long because 1) the output is bad, and in a way it's intended to be bad, 2) public opinion's going to get over the novelty and turn against it, and 3) you can't circumvent possible lawsuits stemming from it unless you can prove you only pulled from your own proprietary table, which would...require hiring and paying creatives to do more work than they would have if you hadn't bothered with ai

so yeah it's another case of guys with money rolling in stupid idea dogshit and running down the street hollering about how it's totally miracle mud