There are a lot of scams around AI and there's a lot of very serious science.

While generative AI gets all the attention there are many other fields of AI that you probably use on a regular basis.

The reason we don't see the rest of the AI iceberg is because it's mostly interesting when you have enormous amounts of data you want to analyze and that doesn't apply to regular people. Most of the valuable AIs (as in they've been proven to make or save a bunch of money) do stuff like inventory optimization, protein expression simulation, anomaly detection, or classification.