If both NFTS and AI were huge marketing trends, why did more companies jump on AI instead?

years ago, it seemed as if there was a plague of NFTs. it was the hottest marketing trend that was seemingly everywhere, but there were a few companies that didn’t budge. now, it seems like every company is jumping on the AI bandwagon, or it is only a matter of time before they do. but they are both marketing strategies/trends, right? why was one more successful than the other?