Prior to the last 12mos AI companies were hell bent on squeezing out the best results from mediocre models.
But... now that the top models have progressed, those same AI companies have switched their efforts into reducing the computation (cost of a producing a result) as much as possible without being too obvious.
What was an exponential slope in the quality of results over the last 36 months has now nearly flat lined.
Addendum: IMHO results have 'flat lined' not because the models aren't much more capable than a year ago, but because conserving the enormous processing cost (of an over subscribed user base) supersedes the goal of following the user's explicit instructions (e.g. especially if that means more processing cost) to generate the best results.