I have gradually come around to the idea that AI as a term is more a statement about the user experience than the underlying technology. If a product "feels" in

I have gradually come around to the idea that AI as a term is more a statement about the user experience than the underlying technology. If a product "feels" intelligent to the user, and that is not being provided by manual human labor, it doesn't matter whether the underlying system is a lookup table, and rules based expert system, a numerical optimization technique, or a neural network. It is entirely reasonable to call game AI by that term even if the most sophisticated algorithm it uses is A*. As an engineer, I try to use more specific terms for talking about implementation decisions like "machine learning", "deep networks" or "dynamic optimization". It might be reasonable to raise a point like "I'm not sure that our current product actually seems intelligent to our users, what can we do to better live up to the marketing vision", but objecting to the term AI just because it means something different in engineering than in plain English seems a little bit unreasonable. If the target of your marketing is engineers, that might change things.