I think people come up with the idea of marketing things as having AI behind them, before the implementation is fully realized. Once they have funding and emplo

I think people come up with the idea of marketing things as having AI behind them, before the implementation is fully realized. Once they have funding and employees, they can't exactly back down. So they have to put humans behind the solution as a stopgap. In their minds, it's temporary: they're just gathering more data, they have real paying customers that they want to keep until their solution is ready, etc. The little lie becomes a big lie and sooner or later it will blow up for a lot of companies. Uber's house of cards is a very transparent example, but there are many others who don't even disclose that humans are at the wheel.