If it's "not strictly defined" and used when it's convenient, then it's meaningless.
If the term is meaningless or counter-intuitive jargon, then it shouldn't be included in a headline.
If openAI has an "unproven business model" they're not a startup they're a failed business living off of borrowed and leveraged assets.
Convertico as a website has existed long before AI.
Just because PNG to jpeg XL is inefficient doesn't mean it's AI.