We might wish that the folks at EA or Activision make shiny cool AI (and I'm sure many of them there want to!) but in reality that doesn't really do a whole lot to benefit their paying customers.
Besides - "AI" in games is really about how to create stage pieces that simulate more complex behavior. Like all software development, it's mostly smoke and mirrors, and it's all about how smart you can set that up to give the user the impression of something magical.