But "90% marketing" and AI being useful isn't mutually exclusive.
I'd say AI is even 95% marketing but I still use it for the other 5%, where it's actually useful. It's just waaaaaay too expensive for the 5% use case usually.
I'd go for smaller, more specialised models instead of trying to fit everything in a broadly incompetent jack of all trades, master of none type of LLM like they're currently doing.