Are they behind though?

GPT and Bard are impressive pieces of tech but they have yet to really change the lives of the everyday citizen in any meaningful way and thus are ran at huge losses. We might argue the Pixel 8 represents how AI can be useful for the mass market but the buy-in is uploading all your information to Google for them to continually profile you.

I would find it difficult to believe that 99% of users use their voice assistant for anything other than playing music or setting time-based tasks at which point Siri is as useful as it needs to be.