Google is so strong with ML today, and not stopping, I don't know what will allow smaller competitors to stay differentiated. I just had a call with a G recruiter, and pretty much 100% of the roles they have in all their European offices are ML-related roles, on most products. And they hire without ML experience, which I think is a sign of how much they are investing in ML.
This is no news, but having this call and seeing how little non-ML they had was really eye opening on how much this is G's focus now, and it can only be exponential I assume.