You're not forced to buy GPUs, so, 'willing'
Absolutely. 'AI' has almost no practical meaning for desktop users in general (until it does). Whereas we know that AMDs weak RT performance thus far has been holding back RT implementations in games, particularly due to the console effect.
DLSS is still huge, and represents a significant advantage in overall refinement as well as having broad support. I see the level of support evening out over time of course, but it's still something that Nvidia has simply developed further and anything else represents a compromise in either performance (XeSS either not running on an Intel GPU, or in having to run an Intel GPU...), or FSR just being inferior.
For AI... marketing buzzwords and SEO are going to dominate marketing, reason be darned. Local 'AI' hardware is likely to be useful in augmenting LLMs for those that use them but we're still waiting for those 'killer apps' to make a case for general consumer investment. Right now, it seems to me that these tech giants are mostly just capitalizing on fervor and not wanting to be seen as being behind in the new hotness.
I really cannot see local AI hardware today being of the same importance
to gaming as RT and smart upscaling and frame generation technologies. Maybe tomorrow?