I think you’re conflating “AI” with media processing. In most photo/video editing software that support it, you can use AI as a tool, but all it’s really doing is cutting down on the time it would take to do some tasks manually. That doesn’t mean it’s “AI” any more than it’s “AI” to crop a photo. Even film negatives need to be processed before anyone can see the photo.

I’m not saying AI good or bad, but I think it’s disingenuous to say that using AI to say, colour-correct an image or denoise a video, makes that image/video “AI”