They just existed before the GenAI craze and no one cared because AI wasn't a buzzword at the time. Google Translate absolutely was based on ML before OpenAI made it a big deal to have things "based on AI".

But just putting stuff in your browser that hooks into third-party services that use ML isn't enough anymore. It has to be front and center otherwise, you're losing the interest of... well, someone. I'm not sure who at this point. I don't care, personally.