For me it is when companies/services market themselves as donating to XYZ cause if I buy their product. If they want to donate, they should have already done that with the money they have. Asking me to give them profit so that they can donate is so obviously pretentious.
For me it's branding something as "AI" as a buzzword. Almost all product marketing is full of AI hype these days.
Honestly, I'm fine with them putting the AI sticker on everything. What I have a problem with is if by AI they mean they scrape any and all data they can get their grubby little hands on.