This is the tech war of the moment; a race to be the first to develop an AI/Machine Learning/Deep Learning product that will be a commercial success. Google have a head start - Microsoft+OpenAI look like they could be set to catch up, and maybe even overtake Google. But if this is a race then where is the finish line? What is the ultimate goal? Is it all about the $175 billion Search advertising market - or is it bigger than that?