These things take time. CUDA took what, a decade to become what it is today? And it was developed by a company that wasn't on its deathbed.
Arguably AMD still doesn't have much weight to throw around. Their profits are meager. Their P/E is absolutely insane for a hardware company (240!), suggesting a dramatic correction in the foreseeable future. Stocks on an upward trajectory help attract top talent. On a downward trajectory they actively repel it.
So they probably have like half a dozen engineers working on this, and not those magical $500K/yr engineers that can actually turn shit into gold, because a hardware company wouldn't be able to hire them (or afford them, for that matter).