I remember people saying the same about blockchain and, a little later, "the metaverse". A prominent, large tech company even changed its name to show its commitment to this promising technology!
But machine learning has been used for years behind the scenes in things like recommendations and clarification. And LLMs specifically, even in their current infancy, have shown immediate value in some cases (e.g. coding assistants) and obvious potential across a vast number of domains.
I agree that every company becoming an "AI company" is not in the cards. However, I think there is going to be a slow ramp where every startup just throws a few annoying problems at a LLM instead of hiring ML people.
And kinda like the internet it's just a tool that you use when appropriate, but the things where it's appropriate will continue to expand.