Failure to take advantage of available tools does not suggest whether you are a good guy or a bad guy, just whether you are a competent guy or an incompetent guy.
I see a ton of examples of companies overusing AI and destroying their brand/image and products, but not many who abstained and are hurting. Using AI does not give you automatic wins, and using it solely because its available does not make you competent.
There's heaps of companies between small and conglomerate and the middle area is where the commodity asset companies lived. Generating low stakes copy, art, apps and websites for small companies.