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Windows 12 and the coming AI chip war
(www.computerworld.com)
This is a most excellent place for technology news and articles.
I'm sure lots of big companies do, but there are lots of big companies and they all have their own goals. The article goes into it a bit, but lots of companies aren't exactly leaping to send off their most sensitive data into a third party cloud. They want AI to work with their data, but they want it locally and on-prem.
Plus you also got Intel, AMD, Nvidia, Qualcomm etc who want to sell as much as they can regardless of if it's going to be a cloud customer or a customer looking to train AI locally.
Being good for the consumer is just a side effect of the blending of money, business paranoia, competition, sensitive data and rapid expansion of an industry