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Big Tech and Generative AI: Will Big Tech Control Generative AI?

Generative AI is redefining the dynamics of human-computer interaction, emerging as a technological powerhouse that could establish itself as a standalone platform.

While the integration of AI into our daily lives was gradual up to 2021, tools such as ChatGPT have struck a deeper chord with global audiences, thanks to their vast utility in communication and creative domains.

The world of Generative AI, marked further breakthroughs like LLama 2, GitHub Copilot, and Stable Diffusion, is revolutionizing not just technology, but economies as well. Big Tech companies, recognizing the groundbreaking potential, have been pouring capital into this domain.

Generative AI Market Size Projection (Billion $)

The immense growth potential of generative AI is further validated by a recent report from Precedence Research. The global generative AI market was valued at a substantial USD 10.79 billion in 2022 and is expected to reach approximately USD 118.06 billion by 2032 with a 27% CAGR.

The below plot visualizes the monthly stock prices of five major tech companies: Microsoft (MSFT), Apple (AAPL), Alphabet (GOOGL), Amazon (AMZN), and Meta (META) from June 2022 to August 2023.

While it’s tempting to draw a direct link between these significant generative AI events and the stock prices of big tech companies, it’s crucial to understand the stock market’s multifaceted nature. Numerous factors—from global economic trends to geopolitical situations can influence stock prices.

However, one can’t overlook the prominence generative AI has gained and how its milestones could have possibly played a role in investor sentiment and decision-making. The correlation between major AI events like

Event 1: ChatGPT (December 2022)
Event 2: Google Bard (February 2023)
Event 3: Meta Llama 2 (July 2023)

and stock price movements during this period suggest that investors are keenly watching the AI space.

Noteworthy mentions include OpenAI’s rapid progression from ChatGPT to the more advanced GPT-4 and Anthropic’s AI Claude 2, which showcased remarkable processing enhancements in a short span. Even Elon Musk has ventured further into the AI realm by founding a new AI-focused company named X.AI. As revealed on the X.AI website, the compact yet formidable team of 12 is set on a mission to “understand the true nature of the universe“.

Given the money flow in this industry, it’s evident that Big Tech recognizes the potential of Generative AI and is actively seeking to shape its trajectory.

The Triad of Big Tech Dominance in Generative AI: Data, Power, and Ecosystem

There are several reasons to believe that Big Tech could exert significant influence over Generative AI:

1. Data

Data is the bedrock of AI. Companies that can access vast and varied datasets have a clear advantage in AI product development. This “Data Advantage” is glaringly evident in Big Tech’s strategic moves. With billions of users, these tech giants have effectively turned data acquisition into a virtuous cycle: more data leads to better products, which in turn attracts more users and even more data.

2. Computing Power

Beyond data, deploying advanced AI models requires immense computing power. The hardware and infrastructure required to train, fine-tune, and deploy these models are not only costly but also necessitate specialized knowledge and skills. This “Computing Power Advantage” ensures that while AI startups are emerging everywhere, most remain dependent on Big Tech’s infrastructure. These startups often become acquisition targets, further amplifying the industry’s consolidation.

3. Ecosystem Control

One of the notable capabilities of Big Tech is its ability to create integrated ecosystems that extend its reach. From search engines to smart devices, cloud platforms to e-commerce, their services are often interconnected. This interconnectedness facilitates the seamless integration of AI applications. For generative AI, this means a direct path to users across multiple touchpoints.

Take the example of “Midjourney,” which at present provides the best high-quality AI images commercially, yet is only accessible through Discord. Being bound to a single access point limits the startup’s reach, especially when compared to products or services embedded within the vast ecosystems of Big Tech companies.

The Current Landscape of Big Tech and Generative AI

Generative AI is the talk of the town, transforming the technology landscape with potential that’s as exciting as it is boundless. Both giants of the tech industry and emerging startups are making significant strides in this space, a clear indication that generative AI is more than just a buzzword. It’s shaping up to be the next frontier in tech innovation. Let’s delve deeper into what some of the industry leaders are up to.


Meta has its sights set on two major areas: Recommendations/Ranking and Generative models. The immense growth in organic engagement on platforms like Instagram, powered by AI recommendations, showcases the prowess of AI in enhancing user experience.

In contrast to competitors like Google and OpenAI who maintain proprietary stances on their AI models, Meta’s open-source initiative represents a bold stand against restrictive tech practices. The underlying philosophy is voiced by CEO Mark Zuckerberg, who emphasizes the pivotal role of open-source software in propelling innovation. Llama 2‘s open-source model stands as an invitation to global developers, granting them access to iterate and innovate atop this foundation.

Other recent innovations from Meta include:

Music & Audio: According to a recent article, Meta has introduced “Audiocraft”, a generative AI designed specifically for music and audio. This could revolutionize the way creators produce and modify music, making the process more intuitive and expansive.
Text & Images: Meta also launched CM3LEON, an AI capable of generating text and images seamlessly. The implications for content creators and advertisers could be game-changing.
Integration with Social Platforms: Not limiting generative AI to standalone projects, Meta is strategically integrating these technologies into its platforms such as WhatsApp, Messenger, and Instagram. This could herald a new era of user experience on these platforms, from customized content generation to enhanced interactivity.


Ever since the groundbreaking acquisition of OpenAI, Microsoft has been relentless in its pursuit of Generative AI dominance.

Their partnership has birthed innovations like the Azure OpenAI service, enhancing the capabilities of Microsoft’s cloud offerings. This fusion is further exemplified by the introduction of Github Copilot, showcasing the profound impact of AI on coding and development.

Yet, it’s in consumer-centric services where Microsoft’s AI prowess becomes especially tangible. AI-enhanced features in Bing and Edge, such as conversational AI chatbots for search queries and content generation, have elevated user interactions with the digital realm.

Their latest unveilings, Bing Chat Enterprise, and Microsoft 365 Copilot, signal a bold step towards transforming workplace productivity and collaboration


Amazon, not one to be left behind, has its own story to tell in the world of AI. In a recent earnings call, Amazon CEO Andy Jassy revealed that “every single one” of Amazon’s business sectors is deeply engaged with “multiple generative AI initiatives.” Amazon’s cloud offering AWS, has introduced tools specifically aimed at building with Generative AI.

Amazon’s Alexa AI is shifting from supervised learning to a new paradigm of generalizable intelligence, reducing its reliance on human-annotated data. This move has birthed the “Alexa Teacher Models” (AlexaTM), large-scale multilingual systems inspired by OpenAI’s GPT-3. Unlike most models, the AlexaTM 20B uses a unique sequence-to-sequence encoder-decoder design.


During its I/O conference on May 2023, Google repeatedly emphasized its transition into an ‘AI-first’ company, to the point where it became a meme. With a slew of announcements, the tech giant is not just aiming to catch up with its peers but to pioneer new avenues in AI.

Their answer to ChatGPT, the ‘Bard‘ powered by their Language Model for Dialogue Application (LaMDA), showcases their ambitions. Sundar Pichai’s vision for Bard is not just as a chatbot but a tool that can tap into the vast information reservoir of the web and provide intelligent, creative responses to users.


Apple, known for its close-guarded strategies, has been relatively silent about its specific plans in the AI arena. However, considering its historical emphasis on user experience and innovation, the tech community is eagerly waiting for Apple’s next big move. Given the comments from Tim Cook, it’s evident that AI holds importance in Apple’s roadmap.

According to a Bloomberg report, Apple is gearing up to launch AJAX and Apple GPT. These AI tools are seen as Apple’s counter to offerings from OpenAI and Google, signaling a heated competition ahead.

A clear testament to Apple’s commitment to generative AI is its recent job listing for a Generative AI Applied Researcher. Apple is not just investing in technology but also in talent, ensuring they remain at the forefront of AI research and application.

Emerging Stars in Generative AI

Despite the firm grip of big tech on generative AI, there are startups that are not just surviving but thriving, offering innovative solutions and challenging the status quo. Their unique propositions, deep-rooted commitment to innovation, and community-centric approach underscore the vast potential and adaptability of the AI sector.

Hugging Face stands out as a frontrunner, bolstered by its emphasis on community-driven AI. Valued at approximately $2 billion, this entity offers open-source AI model development, fostering a sense of inclusiveness and collective growth within the AI community.

Stability AI has emerged as an influential player in the realm of AI-driven visual arts. Their signature offering, Stable Diffusion, translates textual inputs into images. With a valuation hovering around the $1 billion mark and operating out of London, Stability AI’s recent exponential search growth attests to its rising influence. DreamStudio, one of its marquee platforms, empowers users to harness AI’s might for crafting unique designs. Stability AI’s emphasis on open-source tools resonates with its commitment to democratizing generative AI access.

Anthropic, focusing on AI safety and tailored content generation, represents another vibrant facet of this emerging ecosystem. Valued at a staggering $5 billion, this American startup has captured the attention of the tech behemoths, securing nearly $400 million from Google — underscoring the intertwined relationship and keen interest of big tech in these startups. A noteworthy product from Anthropic is Claude, an AI chatbot, which, akin to ChatGPT, provides users with detailed, context-relevant responses. Their pedigree, steeped in expertise from former OpenAI members, lends them a unique edge.

Lastly, Midjourney, headquartered in San Francisco, is gaining traction as a generative AI image generator. Although the specifics about their funding remain undisclosed, their remarkable growth trajectory, as evidenced by a 5800% surge in search growth over five years, is hard to overlook. The platform has garnered over 15 million users, all weaving artistic tapestries using its robust features.

In the Grasp of Giants: Big Tech’s Hold on Generative AI

Despite being a subset of the broader AI sector, investment in generative AI has surged, reaching a staggering $12 billion within the first five months of 2023 alone. From providing enriched communication channels to fostering unmatched creativity, its essence lies in reshaping and augmenting human experiences.

The verve with which giants like Amazon, Microsoft, and Google are advancing in this domain testifies to its strategic importance. Yet, it’s not just about monetary investment or market share. Generative AI’s prowess is its influence, be it in shaping investor sentiments, redefining digital landscapes, or altering our very expectations from technology.

However, a pivotal question lingers: Will Big Tech’s dominance stifle or stimulate the generative AI sector? While their immense resources can accelerate AI research and applications, the potential for monopolistic control is undeniable.

Notably, the rise of emerging stars in the AI realm, such as Hugging Face and Stability AI, offers a glimmer of hope. Their success stories affirm that innovation, community-driven development, and a clear vision can pave the way for success even amidst giants.

While Big Tech’s involvement can catalyze advancements, maintaining a diversified AI ecosystem where startups and innovators can thrive is essential for sustainable growth.

The post Big Tech and Generative AI: Will Big Tech Control Generative AI? appeared first on Unite.AI.

 Artificial Intelligence, BIG TECH, chatgpt, DALL-E, deep learning, generative ai, LLM Unite.AI 

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