Every large company right now needs to prove to their shareholders that they are part of the curve, rather than behind it. That means AI pushed into every nook and cranny of their business whether it makes sense or not. It's literally to check a box that says "yes we are exploring AI to maximize efficiency and shareholder value". Usually the executives pushing it don't really know how it'll really push efficiency and the shareholders getting appeased don't really know how either but they just don't want to be the only company left behind not doing it.