What does AI thermal paste even mean?

Google translate came up short, so we have no clue whyCooler Masteris making six colors of thermal paste.

Maybe they serve different purposes, or have varying specifications.

From the WTF dept: Cooler Master’s AI thermal paste comes in six different colors

Liquid metal offers far better thermal conductivity, but comes with its own set of risks.

The elephant in the room, of course, is the bizarre “AI” claim.