The businesses that should are the startups and businesses who are helping define the model, like ChatGPT and Microsoft, but the adoption is still too early. If I was McDonald's or Wendy's and I wanted to use AI to help promote sales to customers I would need to be able to grab demographic data which may not be appropriate PII data.
All of the lawsuits happening right now for data collected without permission of the data provider is going to all change the landscape.