It is actually fine to focus on your brand's bread and butter, and not doing it in-house (just like aapl tried and failed), and instead outsourcing it to someone (which aapl did, collaborating with google's gemini).
After all, making tough calls is what a leader is there for, and if he doesn't lie to himself, the AI bubble is here and it will eventually pop, so not feeding into the blind frenzy will help protect your brand's value.
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