Game AI is mostly pathfinding (which basically falls down to creating navigation meshes for levels), and very basic decision making skills, which is usually a weighted decision tree (e.g. if they're getting shot at, cover might be weighted at 80%, shooting back at 20%). You don't want to actually create something actually smart to fight, you want something with understandable, predictable logic for the player and som…
Outside of those games, I'd say any game with competitive multiplayer could benefit from smart human-like AI. Some people play games for a challenge. The unpredictability of other humans is most of the fun, whereas playing against a typical game AI is just a matter of figuring out how it works, where it fails, and then taking advantage of that failure repeatedly. Considering the market for competitive online games, there's likely a similar market for competitive AI games.
I suspect the real barrier that is that it's a lot cheaper and easier to sick players on one another than to make a challenging human-like AI.