There's at least two markets here. Consumer ad driven and worker augmentation markets. Likely a 3rd as a backend infrastructure provider to a bunch of value add companies.

I think Google has caught up enough to certainly be a player in the consumer ad driven market.

I also don't think only one foundation model adds up. Now that the trail is blazed a dozen companies can likely make a good enough model. The question is if there's a moat to make it winner take all