When the internet came out, did many legacy companies lead the way with online experiences, figuring out what the real killer apps now that everyone was connected were? I don’t know for sure, but I doubt it, I think it gave rise to some of the present crop of big tech, and others reinvented themselves after the use cases were discovered.
All that to say, I expect the same here. In 10 years there will be AI uses we take for granted, built by companies we haven’t heard of yet (plus the coding apps) and nobody will talk about stupid “rephrase with AI” and other mindless crap that legacy companies tried to push.