SAP and Microsoft, major players in the software industry, are currently grappling with the challenges posed by the rapid advancement of artificial intelligence (AI). Despite previously being buoyed by the potential of AI to drive efficiencies and revolutionize product development, skepticism about the sustainability of their integration strategies is mounting as stock prices decline. Investors are increasingly wary of the impact AI will have on existing business models and the likelihood that it may displace longstanding methods of operation. The article emphasizes that while AI could lead to remarkable advancements, such as improved customer engagement and innovative product solutions, it also has the potential to create significant disruptions. The metaphor of AI 'eating its children' suggests that even the companies embracing these technologies may find themselves outpaced or made obsolete by their own innovations. This perspective highlights a growing recognition that the rapid evolution of AI technology will not only benefit some players but could also define new tiers of winners and losers within the marketplace. As traditional models face existential threats from AI's capabilities, the implications for the software industry and beyond are substantial. Companies like SAP and Microsoft must navigate this landscape carefully, balancing investment in innovation with an understanding of how these technologies will change the competitive environment. Failure to adapt could result in severe consequences, not only for their bottom lines but also for the industry as a whole, which must confront the transformative effects of AI ahead.