There are remarkably few MBAs acting as creative directors, but it’s true that the place where the motivations framework thing is most popular is triple A games as a service stuff. Honestly, it’s mostly used as a way for creatives just doing game designery things to explain how the game designery things align with the marketingy things and the businessy things. That’s part of why I don’t love it, it doesn’t really do much, it’s mostly a translation layer.
Is that good, though? I don’t want realistic and challenging AI opponents, at least not most of the time. It works for a 1v1 fighting game, but you don’t want every enemy in Diablo being a smart, human-like entity capable of min/maxing their build and acting with real self preservation. You want them to act as a pincushion so you can test if your build is doing good damage and to watch them pop like so much bubble wrap.
So yeah, for 1v1 fighting games I want a human, but that’s not an intrinsically better solution than a “dumb” AI. It’s the opposite of that in most games, I’d say.