In 2008, when AA ordered the 787-9s, they were supposed to be delivered beginning in 2012. Obviously, Boeing's production problems have pushed that delivery schedule back quite a bit. My WAG is that had the 787s been ready on-time, then the 763s would be getting no upgrades at all. Instead, up to half of them will be getting stop-gap upgrades with pretty decent lie-flat J seats and not much else, and the other half will get nothing. Of course, AA's first 787s (787-8s, as up to 20 of them will substitute for the originally ordered 787-9s) will likely begin delivery later this year (that's the current schedule), so the first 763 retirements should begin before the end of 2014 as the 787s show up.
Someone recently posted that the AA/BA joint venture requires that AA's TATL J seats be lie-flat by the end of 2015, providing the push for getting the 763s converted by then. Dunno if that's true.