OpenAI. I love how fast the world has gone from "lol AI could never do that" to "AI has unfair advantages!" Much of it is based around OpenAI demos like GPT-3 and DALL-E 2.

They've set the benchmark and expectations, and put it ethically high, even if it means ironically not being as open as their competitors. Just like Google set advertising and free software as the norm of the Internet, OpenAI set safety as the norm for AI. If many other companies held the lead by now, the internet would be full of sex chatbots, fake reviews, deepfakes.