The "They" here are the folks who are currently investing in 'selling' AI solutions to other companies. OpenAI, Microsoft, Google's Gemini, and a slew of AI-backed startups are good examples.
They don't need AI to turn a profit.
They need AI to be seen as widely adopted and "a part of life".
They need certain categories of folks (CEOs, CIOs, Boards of Directors) to see AI as valuable enough to invest in.
They need to keep up the veneer of success long enough to make their investments attractive to acquisition by Private Equity or to an IPO.
They need to juice the short-term stock price.
Their goal isn't to produce a long-term business, their goal is to raise short-term returns to the point that the investors get a nice return on their investment, and then it becomes someone else's problem.