Go to https://copilot.com and ask a question. You can see from the answer that it is clearly for entertainment only. Three years ago Microsoft was considered a leader for having the foresight to invest in OpenAI. Today they are a laggard.
I can't say whether this trend would continue, but the answer to your question today is "yes".
Generally I would expect the ROI to be negative, like we've seen with most corporate AI projects, so yeah any ice cream shop that didn't invest in "AI" is going to come out ahead of one that poured money into the pit.
Microsoft is invested heavily in OpenAI?