Humans conduct experiments by putting mirrors in front of various creatures looking for the self-recognition that would inform us of the animal's intelligence, but then some grifters shove us into a hall of mirrors and we can't even recognise ourselves.
Any cognition you perceive in "AI" is your own. That's it. You built your concept of its intelligence, the same way you understand fictional characters as people. The same way you can see an octopus in a towel hook. They are using your mind to sell their product. The human is you.