A big part of the problem -- and this is not a new issue, goes back decades -- is that a lot of terms in AI-land don't correspond to concrete capabilities, so it's easy to claim that you do X when X is generally-perceived to be a much-more-sophisticated thing than what you're actually doing, even if your thing technically qualifies as X by some definition.

None of this in any way conflicts with my position that AI has tremendous potential. But if people are investing money without having a solid understanding of what they're investing in, there are going to be people out there misrepresenting their product.