The company I work for integrated AI into some of our native content authoring front-end components and people loved it. Our system took a lot of annotating to be able to accurately translate the natural language to the patterns of our system but users so far have found it WAYYY more useful than chat bc it's deeply integrated into the tasks they do anyway.
Figma had a similar success at last year's CONFIG when they revealed AI was renaming default layers names (Layer 1, 2, etc)... something they didn't want to do anyway. I dare say nobody gave a flying f about their "template" AI generation whereas layer renaming got audible cheers. Workflow integration is how you show people AI isn't just replacing their job like some bad sci-fi script.
Workflow integration is going to be big. I think chat will have its place tho; just kind of as an aside in many cases.