The shoe is most certainly on the other foot. On Monday, OpenAI CEO Sam Altman reportedly declared a “code red” at the company to improve ChatGPT, delaying advertising plans and other products in the process,  The Information reported based on a leaked internal memo. The move follows Google’s release of its Gemini 3 model last month, which has outperformed ChatGPT on some industry benchmark tests and sparked high-profile praise on social media.

In the memo, Altman wrote, “We are at a critical time for ChatGPT.” The company will push back work on advertising integration, AI agents for health and shopping, and a personal assistant feature called Pulse. Altman encouraged temporary team transfers and established daily calls for employees responsible for enhancing the chatbot.

The directive creates an odd symmetry with events from December 2022, when Google management declared its own “code red” internal emergency after ChatGPT launched and rapidly gained in popularity. At the time, Google CEO Sundar Pichai reassigned teams across the company to develop AI prototypes and products to compete with OpenAI’s chatbot. Now, three years later, the AI industry is in a very different place.

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While AI bubble talk fills the air these days, with fears of overinvestment that could pop at any time, something of a contradiction is brewing on the ground: Companies like Google and OpenAI can barely build infrastructure fast enough to fill their AI needs.

During an all-hands meeting earlier this month, Google’s AI infrastructure head Amin Vahdat told employees that the company must double its serving capacity every six months to meet demand for artificial intelligence services, reports CNBC. The comments show a rare look at what Google executives are telling its own employees internally. Vahdat, a vice president at Google Cloud, presented slides to its employees showing the company needs to scale “the next 1000x in 4-5 years.”

While a thousandfold increase in compute capacity sounds ambitious by itself, Vahdat noted some key constraints: Google needs to be able to deliver this increase in capability, compute, and storage networking “for essentially the same cost and increasingly, the same power, the same energy level,” he told employees during the meeting. “It won’t be easy but through collaboration and co-design, we’re going to get there.”

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On Tuesday, Alphabet CEO Sundar Pichai warned of “irrationality” in the AI market, telling the BBC in an interview, “I think no company is going to be immune, including us.” His comments arrive as scrutiny over the state of the AI market has reached new heights, with Alphabet shares doubling in value over seven months to reach a $3.5 trillion market capitalization.

Speaking exclusively to the BBC at Google’s California headquarters, Pichai acknowledged that while AI investment growth is at an “extraordinary moment,” the industry can “overshoot” in investment cycles, as we’re seeing now. He drew comparisons to the late 1990s Internet boom, which saw early Internet company valuations surge before collapsing in 2000, leading to bankruptcies and job losses.

“We can look back at the Internet right now. There was clearly a lot of excess investment, but none of us would question whether the Internet was profound,” Pichai said. “I expect AI to be the same. So I think it’s both rational and there are elements of irrationality through a moment like this.”

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