What is artificial in artificial intelligence?

Is the effort that AI/machine learning requires worthwhile? Usually when a new technology starts getting noticed, the subsequent hype in the industry is inevitable. The hype is partly created by the vendor and consulting community looking for new business, partly created by professionals in the industry wanting to keep up and comment on the latest trends, partly created by companies with the ambition to be seen moving with the times and becoming early adopters. Some hypes even have their lifecycle traced by Gartner, which coined the term "hype cycle". As all this energy and enthusiasm sometimes ignores "the gap from an academic paper to reality and the application to an engineered product."