Ever try to craft a search engine? They're miraculously complex things these days and heavily dependant on the quality and differential of data they index. It's one of the leading reasons search across the board has declined (regardless if you look at Google, Bing, etc. Quality has gone down in testing.)
Ai is overhyped and poorly understood. It has legitimate uses, but they're not the ones advertised and hyped to the public and they're likely not going to be as valuable as the market believes, at least not for a long long time.