I think the problem is there are so many different aspects of this thing we call AI that it's hard to pin down any particular use case. For some users it's brilliant because if you're doing something like marketing imagery etc it can dramatically reduce costs, especially if you're using on premise models on your own hardware without touching the cloud.
But for other uses, i.e. companies who've just thrown AI money at the wall, probably using chatGPT, they wonder why they're not getting the return on investment they were promised. It's all a bit confused at the moment. Rather like the beginning of the internet days were.