So I'm a reasearcher in this field and you're not wrong, there is a load of hype. So the area that's been getting the most attention lately is specifically generative machine learning techniques. The techniques are not exactly new (some date back to the 80s/90s) and they aren't actually that good at learning. By that I mean they need a lot of data and computation time to get good results. Two things that have gotten easier to access recently. However, it isn't always a requirement to have such a complex system. Even Eliza, a chatbot was made back in 1966 has suprising similar to the responses of some therapy chatbots today without using any machine learning. You should try it and see for yourself, I've seen people fooled by it and the code is really simple. Also people think things like Kalman filters are "smart" but it's just straightforward math so I guess the conclusion is people have biased opinions.