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I think there is a clear distinction is between semantics versus fraud. 


Two examples:


1. All of the major platforms (Facebook and Google) use AI, that doesn't mean the vendor leveraging those products are.  However, they sell themselves as something they are not, aka fraud.


2. When a company truly builds their own platform leveraging a subset of AI it's semantics.


If the answer is #2 the company should be able to show from database to code to visualization layer how they leverage [Insert AI related phrase here] if they can't they don't qualify for #2 they probably qualify for #1.