I suspect that it's hierarchical in nature, in the end. That is, you have the aspects of "using AI" that are big, complex, enterprise-wide and do require lots of long-term planning and a strategic focus. But there are also the "low hanging fruit" where you can utilize the "MS Office of AI" to achieve smaller, more tactical goals.

Isn't this kind of tool doomed to suffer the "AI Effect"?

https://en.wikipedia.org/wiki/AI_effect

I feel like I use a ton of tools everyday that would have been considered "AI" 10 years ago, like content-aware fill in Photoshop, translation and correcting software, etc.

Yes, no doubt. That's one thing that makes it so hard to have conversations about AI. The goalposts are constantly moving. :-(