Voiced characters that use generative AI in real time instead of prerecorded lines and a dialogue tree come to mind as an obvious use. How cool would that be, to be playing an RPG and ask any character any question you want and get an actual verbal answer? No way you can do that with voice actors.
And that’s just what they’ve done by accident. There was also that time they installed rootkits on their customers’ PCs, lied about it, belittled their customers when nobody believed them, then put out a fake uninstaller that actually installed additional software and didn’t uninstall the rootkit.