I think he's just projecting his personality on the AI. He's an asshole that threatens people, so he suggests using that tactic because it works for him.
The "AI" acts scared, and he gets his sociopathic thrill of power over another. Of course, the AI just spews out the same things no matter how nice or shitty you are to it. Yet, the sociopath apparently thinks that they've intimidated an AI into working better. I guess in the same way that maybe some people saying 'please' and 'thank you' are attempting to manipulate the AI by treating it better than normal. Though, they are probably more people just using these social niceties out of habit, not manipulation.
So this sociopath is giving other sociopaths the green light to abuse their AIs for the sake of "productivity". Which is just awful. And it's also training sociopaths how to be more abusive to humans, because apparently that's how you make interactions more effective. According to a techbro asshole.