Notion (https://www.notion.so/) uses them in their starter templates.
RemoteOK (https://remoteok.io/) uses them to signal filters.
Countless other companies are starting to sprinkle these in their apps instead of designing icons or building more thoughtful UX.
I'm not really sold on the idea. I feel a bit coddled when everywhere I look there's an emoji.
Do companies consider them as part of their actual Design System or Brand Book, or are just using them given they are popular, catchy, and resonate to younger users?
In the UI where you have full control, less so, but there's a counter-example: reaction emoji in messengers IMHO make sense to be emoji that users already know.