They're going to run into the problem we have in music production where the song is 'done,' but the producer can't stop adding magic (sugar, fun sounds, more effects, etc.) and the song becomes an overproduced, over magicked mess.

The developers of chatbot technology have or are about to hit an inflection point where the tool is essentially done, then they're going to add too much sugar trying to make it some sort of god tool where it becomes overly complicated, overly convoluted, with dodgy results and too much magic.