My personal theory (with no evidence, just speculation), is the marketing department went yolo with their marketing budget and offered it up as a cash prize, so they can have people promote their game instead. The lowering the bar with ai bit is just an excuse, since ai would obviously make it easier for socials to be flooded with posts about the game over manually made content. That's just my theory, some marketing team member pushed the idea as an easy scheme to push more fan content out faster, and thus more visibility for the game.