The first time, they went ahead and killed off their effort to consolidate on OpenCL. OpenCL went terribly (in no small part because NVIDIA held out on OpenCL 2 support) and that set AMD back a long ways.
Beyond that, AMD does not have a strong software division or one with the teeth to really influence hardware to their needs . They have great engineers but leadership doesn’t know how to get them to where they need to be.