Not true
Company I used to work for had excellent upscalers running on FPGAs that they developed 20+ years ago.
The algorithms have been there for years, just AI gives it bit of marketing sprinkle to something that has been a solved problem for years.
They are called "Digital Signage Panels" and they cost an arm and a leg.
The data collection subsidises the cost of your TV, so that brings the cost down. Also, digital signage panels are rated for 24/7 use, which significantly increases their cost.