Generative AI Race: Who Are the New Players?

Since GPT Chat took off and began to be used by a wide range of audiences, the Generative AI race has become increasingly fierce, with new players emerging and trying to conquer market share.

Since GPT Chat took off and began to be used by a wide range of audiences, the Generative AI race has become increasingly fierce, with new players emerging and trying to conquer market share.

Ultimately, the person who benefits from this is the user, as high competitiveness means more options for message development and other Generative AI solutions.

However, technology companies have other concerns that go far beyond competition. There is a lack of regulation and safety standards.  This concern caused the biggest big techs in the world to come together to reach a consensus. This is how the Frontier Model Forum came about – which you can read about later in this text.

Here, you will also learn more about what Generative AI is, and the main players who are fighting hard to win this race.

What is Generative AI

Generative AI is a range of AI solutions that work with interactive platforms in which the user can create high-quality images, texts, sounds, or even videos in a matter of seconds.

Despite being a trending topic, it is not exactly new. The first time Generative AI emerged was in the 1960s, with the first chatbot. Of course, it wasn’t so similar to those of today.

The turning point in this technology was a type of machine learning algorithm called Generative Adversarial Networks, or GANs. With it, generative AI was able to create extremely convincing images, videos and audio of real people.

Concerns and advancements coming with Generative AI

Like all technologies, Generative AI has its pros and cons. While bringing incredible and transformative solutions, it also raises serious concerns that need to be addressed.

It all depends on the human being using the technology. For example, the inventor of gunpowder wanted the ability to move mountains to facilitate access to survival resources, but today it is used in many different types of weapons.

Generative AI cons

In addition to legal concerns about copyright, the biggest concern to have arisen with Generative AI is Deep Fake. Let’s take a look into what it’s all about:

Deep Fake is image forgery where AI is used to deceive people. It is a harmful use of the tool, forging people’s statements and carrying out scams or even manipulating public opinion.

There is a genuine concern over Deep Fakes, so it’s a good idea to always keep an eye out for it and check information before spreading it around.

Generative AI pros

Despite this, the benefits of Generative AI are much greater than the cons. Check out a few below:

  • improved human creativity
  • data augmentation
  • personalization
  • enhanced customer experience
  • advanced health care research
  • strengthened cybersecurity efforts

Generative AI Race: Who is winning?

AI is not a new subject, but the Generative AI race was kicked off with the launch of Chat GPT in 2022. With players like Microsoft managing to achieve good results, Google, on the other hand, is struggling to grow fast. But with high investments in this technology – Gemini (Google’s new platform) – should appear soon.

But don’t think Microsoft is complacent for a second. It is under pressure as users experiment with different platforms, even with the amazing revenues of $56.5 billion (a 13% increase compared to 2022).

But in addition to these two oldies, there are other players in the game.. And who is winning this race to conquer this billion-dollar market? Who are the startups and big tech stars in this competition? It is time to discover four of the new AI players in the tech market:

1- Anthropic

The largest among them is Anthropic. This company was created by siblings Daniela and Dario Amodei, former executives of OpenAI. They developed Claude, a chatbot similar to the pioneering ChatGPT from OpenAI. The market value stands at $4.4 billion.

2- Adept

A Generative AI founded by Ashish Vaswani, David Luan and Niki Parmar. The three of them used neural language to carry out tasks for companies and created a simple language to access existing software.


Now comes the unicorn, a startup with a market value of more than $1 billion. was created by Brazilian Daniel de Freitas and his former Google colleague, 46-year-old Noam Shazeer, and has received more than 100 million visitors. This platform creates real-life or fictional avatars in a conversation simulator.

4- Open AI

The owners of Chat GPT, Open AI was founded by Elon Musk and Sam Altman in 2015 and turned over $1 billion in its first year (yes, another unicorn). Currently, the most famous product is Chat GPT, which can create incredible dialogues, in addition to helping with quality Generative AI.

Frontier Model Forum

If it is true that there is a Generative AI Race, it is also true that the AI giants (Microsoft, Anthropic, Google and OpenAI) have decided to come together to establish good practices and the development of technology. The main objectives of the Frontier Model Forum are as follows:

  • Advance security research in the field of AI to promote the responsible development of cutting-edge models, minimize risks and enable independent and standardized assessments of this technology.
  • Identify best practices for the responsible development and deployment of cutting-edge models with the aim of helping the public understand the nature, capabilities, limitations and impact of cutting-edge AI.
  • Collaborate with policymakers, academics, civil society and businesses to share knowledge regarding trust and security risks associated with AI.
  • Support efforts to develop applications that can address society’s most significant challenges, such as mitigating and adapting to climate change, early detection and prevention of cancer and combating cyber threats.

Brad Smith, Vice President of Microsoft, stated: “Companies that create AI technology have the responsibility to ensure that it is safe and remains under human control. This initiative is a crucial step in uniting the technology sector in the responsible advancement of AI and addressing the challenges to ensure that it benefits all of humanity.”

Generative AI Race: Unity is Strength

It is interesting to discover that there is indeed a Generative AI Race happening. But, at the same time,  these companies have also discovered that unity is strength.

Regulation of the sector may take time. However, it is to be expected that, when it happens, it will bring more security to companies and users.