On the contrary, the first companies to acknowledge the new AI Winter will have a big competitive advantage over those still dumping money into the bottomless pit.
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?