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Going back to my original comment:
The fact that Amazon was faking it in this one instance doesn't poof all the actual AI out of existence. There are plenty of off-the-shelf AI models that are good enough for various particular problems, they can go ahead and use them. You said it yourself, the chatbot "help staff" might be actual LLMs.
As I said, most companies using AI will likely be hiring professional AI service providers for it. That's where those hundreds of billions of dollars I mentioned above are going, where all the PhDs spending years on R&D are working.