1) AI Research as applying/tweaking known ML/DL methods to a novel problem. I would term these something like "AI Engineering Research"
2) AI Research as examining the theoretical frameworks & approaches to ML/DL in a way that may itself lead to shifts in the understanding of ML/DL as a whole and/or develop fundamentally new tools for the purpose of #1. What might be termed "basic" or "pure" research.
I'm not placing one of these above the other in terms of importance. They are both necessary, and they form a virtuous feedback loop between the two that, one without the other, would see the other wither on the vine.
In the example of this particular person, Emil Wallner, he appears to be doing #1, and perhaps doing so in a way that might help inform more of #2.