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Objective info is currently hard to come by, but my horse sense is that Big AI is subsidizing it for many projects, including those in other companies, to gain both market share and investor excitement (deserved or not).

If one looks at most the bubbles of the past, the writing is on the wall. AI won't go away, but will probably take longer to make profitable than anticipated, just like dot-coms and smart-speakers. Force feeding it is causing indigestion, and it's likely to PukeGPT.