This will not be unusual for any kind of software engineering work to be honest. A big chunk of work in B2C companies has to do with customer support, for example; building websites, apps, writing content, chatbots, etc with the objective being that people do not call customer support, because people on phones don't scale very well. And the other part is that when they do call, that the CS agent can address the issue quickly and has minimal administrative overhead.

But it's a weird one, because it costs millions to build features like that.