Mostly it has seemed like it's been everyone except the actual graphics programmers.
Limited uses? Sure. Otherwise hell no. It's never been more than a gimmick GPU vendors use to show off (in real-time, offline rendering is something else entirely).
Also, I doubt GPU vendors would add special-purpose hardware like that. They'd much rather just add some new shader instructions to help doing it.
The PowerVR guys added special purpose hardware for doing spatial lookups for raytracing.
[1]: https://www.imgtec.com/blog/ray-traced-shadows-vs-cascaded-s...
Shadows are probably one of the places where raytracing makes a lot of sense though. It's one of few shadow rendering techniques that don't blow a ton of precious fillrate, and it shouldn't take too many rays.
Edit: Yeah, NVidia actually just announced a big project on that exact subject: https://www.youtube.com/watch?v=jkhBlmKtEAk
Obviously, it's hard to extrapolate from just a press release, but with Microsoft's big ML kick of the last few years, breakthroughs in ML steps in raytracing might seem like a reason for the press release.