Other than the local AI crowd which is much recent it is professionals using Final Cut Pro for video editing, Logic Pro as a DAW and music production, Video transcoding, Photoshop and other tasks for high performance computing that don't need Laptops but want above 128GB of ram and prefer a Mac. Then there is the obvious group of developers that are making Apps for all of their products. Also, these are great for the workplace. AI is much more recent thing that Apple products were used for.

If Apple didn't sold these things they wouldn't make them but, also the level of marketing that Apple is talking about for AI is basically the new group they need to capture because the ones I just listed are already buying Macs and or easily to motivate with the other obvious CPU / GPU performance upgrades for code compilation, faster memory and video transcoding.