As far as I know there is nothing particularly novel about AlphaGo, in the sense that if we stuck an AI researcher from ten years ago in a time machine to today, the researcher would not be astonished by the brilliant new techniques and ideas behind AlphaGo; rather, the time-traveling researcher would probably categorize AlphaGo as the result of ten years' incremental refinement of already-known techniques, and of ten years' worth of hardware development coupled with a company able to devote the resources to building it.
So if what we had ten years ago wasn't generally considered "true AI", what about AlphaGo causes it to deserve that title, given that it really seems to be just "the same as we already had, refined a bit and running on better hardware"?