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That's the same as saying that Google is winning the AI race because they don't like losing. They won't win anything if we are in a bubble that burst tho
A hypothetical AI bubble bursting doesn't mean that every single AI vendor fails completely. Like the Dot-Com Bubble, the market value drops precipitously and many companies fold, but because the market value does not fall to zero, the survivors (i.e. Amazon) still win.
Websites were still mostly selling goods and services in 2001. Not giving away hot takes and hallicinated summaries in exchange for eyeballs. In other words, after stuff like pets.com collapsed, people still found it useful to have pet food delivered, and the business model evolved. LLMs, on the other hand, don't seem to have a lot of public appeal. Most of the use cases are being shoved down the public's throat. Their appeal is to corporations as cost saving replacements for workers. But an AI bubble bursting would look like corporations rolling back their exuberance for the AI craze. What's already only speculatively profitable and requires enormous capex would probably become too toxic for anyone to try again for a generation.