Last time Google got spooked by a competitor was Facebook, and they built Google Plus in response. We all know that was an utter failure. Googlers could escape that one with their egos in tact because winning in "social" is just some UX junk, not hard-core engineering like ML.
It's gonna be super hard for them to come to grips with the fact that they are way behind on something that they should be good at. Plan for lots of cognitive dissonance ahead.