Some is marketing, but it's not _just_ marketing. Many people have a worldview now where AI progress is inevitable. So we really believe it
I would be interested to hear other ideas or plans that don't involve AI progress. My premise though is that the current state of affairs although improved from X decades/centuries ago is horrible in terms of things like extreme inequality and existential threats. If in your worldview the status quo is A-OKAY then you don't feel you need AI or robotics or anything to improve things.