AI vs. The Big Five: Who’s Winning, Who’s Whiffing
By Terrence Hooi
Artificial intelligence isn't just a buzzword anymore—it's the new battleground for Big Tech. In 2023, we asked: Who has the edge? Two years later, we’re asking something different: Who’s still in the race?
We took a fresh look at how the Big Five—Apple, Google, Meta, Microsoft, and Amazon—are navigating the AI arms race. TL;DR? The gloves are off, the strategies are diverging, and some titans are looking a little tired.
Here’s where they stand in mid-2025:
Hardware Rich, AI Poor
Quick Take: Apple’s AI rollout has been underwhelming (Apple Intelligence, anyone?). But with iOS 26 integrating OpenAI, they're quietly positioning the iPhone as the ultimate AI client.
Verdict: Playing defense well, but not shaping the game.
Google: Infrastructure Emperor, Product Underachiever
Quick Take: Google's models test well, but user traction lags. Ironically, they may be too good at everything—and not great at one thing.
Verdict: They have the tools. Now they need the hits.
Meta: Building Big, Thinking Small?
Quick Take: Zuckerberg is throwing money and bodies at AI, but critics say there's no clear playbook. Meta AI is everywhere—but also nowhere.
Verdict: All-in, but are they all over the place?
Microsoft: Still the One to Beat
Quick Take: Cracks are forming with OpenAI, but Microsoft still controls the enterprise AI gateway. If Azure keeps OpenAI exclusivity, they win.
Verdict: Smart bets. Strong position. Needs more friends.
Amazon: Late Bloomer, Fast Climber
Quick Take: Amazon is quietly climbing. Anthropic is stable. Bedrock is growing. Alexa might be reborn.
Verdict: Not flashy, but very well positioned.
Bonus Round: The Model Makers
Final Word
AI hasn’t just changed the tech stack—it’s reshaping the power map. Big Tech isn’t dead, but some are looking a lot more like utilities than disruptors. In this game, having the most chips or the best model doesn’t guarantee you’ll win. But not having either? That’s a sure way to lose.
Stay tuned. The next two years might move faster than the last ten.
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