VincentX3 said:
Ah I see. I agree with you, but I don't think gimmick is the right word. A gimmick is generally something that you use in advertising, that makes our product superficially stand out but doesn't actually improve it very much. I'd call the morality system in Fable a gimmick, for example.
But in Bioshock and the last of us I don't remember them ever drawing attention to the fact that your AI companion is invulnerable.
Anyway, I've been thinking about the topic and it seems to me that developers probably just don't sink as much money into AI as they do into graphics and stuff because it's so much harder to show off good AI in the space of a short advertising spot or demonstration. The kind of AI we tend to think of when we say 'good AI' is incredibly hard to code. The best you can usually do is come up with a very general rule that produces results which
look like clever AI. For example, a very simple bit of coding to make enemy groups always spread out in a circular motion around the player's coordinates produces something that looks like intelligent flanking movement. But it isn't, there's no complex analysis and response type stuff going on at all.