> With many of the good usecases of AI the end user doesn't know that ai exists and so it doesn't feel like there is AI present.

This! The best technology is the one that you don't notice and that doesn't get in the way. A prominent example is the failure of the first generation of smart phones: they only took off once someone (Apple) managed to the hide OS and its details properly from the user. We need the same for AI - chat is simply not a good interface for every use case.