I can't say for all possible implementations, but IMO (from industry experience) the content and consumer-focused benefits of AI/LLMs have been very much over-hyped. No one really wants to watch an AI-generated video of their favorite YouTuber, or pay for an AI-written newsletter. There is a ceiling to the direct usefulness of AI in the media industry, and the successful content creators will continue to be personality-driven and not anonymously generic.

Whether that also applies to B2B is a different question.