Microsoft, Google, Salesforce and other big tech companies are rushing to incorporate generative AI into more of their products as regular people, Wall Street investors and the companies' customers have grown incredibly interested in the technology. Earlier this year, Microsoft announced a multibillion-dollar deal with OpenAI, a smaller company that kicked off the latest AI wave by publicly launching its DALL-E image generator and ChatGPT chatbot. Since then, it has integrated ChatGPT-based tech into its Bing search engine, productivity tools such as Word and Excel and cloud software that it sells to other businesses.