Google is in an incredibly strong position. They're a top tier AI vendor, and in a world where content creation is largely commoditized and outsourced to AI, advertising companies will determine what gets seen, and what gets buried in the noise. They control both generation and visibility of what gets generated. Facebook could be in the same position, but they aren't as strong in AI. OpenAI wants to be Google, but they don't have the advertising reach.

Yeah, they aren't perfect or always necessarily the best in a given area, but to compare them to IBM is probably missing the forest for the trees.