I associate it with marketing and privacy invasion, in most cases.

I keep griping about this, but I hate that features that we used to just love that were a more traditional ML now have to have "AI" branding slapped over it. The image search on iOS where I can just search "beer" and find a glass of beer I had a month ago is absolutely incredible, but it was early enough to not get hit with the "AI" branding. If that feature, or any other ML features that all smartphones have today, came out now, it'd be labeled "AI". It's a broad term that has now been shoved into everything, even in places where it may technically apply, but feels over the top.