Someone who keeps up on AI and finds productivity gains will outcompete someone who doesn't, even for activities that aren't develoing new AI weren't AI-based before.
What is an "AI startup"? If you add a chatbot do your product, are you an "AI startup"? Does "startup" require having no moat? Can you be an established stable business that loses everything to a startup that leapfrogs your tech, AltaVista?
Every startup is now an AI startup.
Or, they'll waste their time on trivial nonsense and get nothing useful done. Which is seeming more and more likely every day.