In the same way, you should stop mentioning mobile, apps, the web, and other past over hyped stuff. That doesn't mean you should stop investing in doing those things well. It just means that you need to focus on the value you deliver to your customers through doing these things well. Everybody has an app. Having an app is not a distinguishing factor any more. In the eighties and nineties, companies slapped the word digital on just about anything. Especially on things that were very much analog. That doesn't mean computers flopped; they are very useful. It's a meaningless distinction to add the digital to a brand.

AI is the same thing. It's a means to an end. You need to be talking about what you deliver with it. Not about how you deliver it.

In the case of CNN that hosts this article, a lot of their content probably is at this point passing through some LLMs at this point. They don't have to advertise that of course. If they do their job right, you barely notice this. Arguably, they should be doing a lot more with AI than they are doing already. The news business is fiercely competitive. Margins are small, and they have to produce more content with fewer people. LLMs can help them do that.