"so behind" in that after months of pumping themselves up through glossy marketing they are now just barely on parity with Google Pixel's AI feature set?
If you aren't seeing them, it is more likely to how you handle ads in your everyday experience. They have a very active ad campaign that I've see on several TV channels and streaming services (mainly Prime ads)
I don’t think I’ve come across their marketing outside tech-specific channels, who are reporting on it because AI gets clicks.