1. The generality of this current crop of models is much higher than before which makes it really easy for non-experts to get started. 2016 deep learning still required lots of data cleaning, training, hyperparameter tuning, retraining, etc. This can lead to a lot more experimentation with lower barrier to entry.
2. The cost of using these models has become cheap enough where a lot of tasks that 2016 AI would have worked well on but were too expensive (due to labor required to build the models or compute required to train the model) are now within reach for a lot of businesses.
3. The internet of 2023 is a lot more varied than the internet of 2016. Using ML models to generate content wouldn't have made sense in 2016 where traditional media still captured a lot of people's interests but now with the rise of influencers and medium-sized fandoms, there's large markets to generate content associated with medium-sized brands.
Goalposts (including mine surely) will get moved around to claim successes / no successes, but the balance is going to be well towards indifference to the tech as opposed to any real changes resulting from it.