The cynic in me says that every use of the term AI in any capacity is to sell experience and not functionality. When was the last time you used a product billed as 'AI' and thought 'wow, this is a huge game changer'? Siri is cool, but it's ultimately not super useful. Google translate is incredible, but it can only do what it can do because of the absolutely mind-boggling amount of training data that google can access. Most disciplines have the problem of not enough data, despite what 'big-data' folks say. In contrast, humans can extrapolate and make reliable predictions about the future based on really small sample sizes. We can pick up a new skill or recognize a new pattern with a high degree of accuracy really effing fast compared to a computer. This gives humans an enormous advantage. If IBM and anyone else in this space were really focused on delivering excellent real-world results, step 0 is building out world-class data integration and search tools (which we still actually suck at, weirdly.)