Why OpenAI, Anthropic, Amazon & now Microsoft is sending employees to customers’ offices

Amazon, Microsoft, Meta, OpenAI and Anthropic are all racing to embed thousands of engineers directly inside customer offices, betting nearly $9 billion combined that AI only delivers real value with hands-on deployment. Microsoft’s $2.5 billion Frontier Company is the latest and largest such move, following OpenAI’s $4 billion Deployment Company, Anthropic’s $1.5 billion venture and Amazon’s $1 billion AWS unit, signalling a new phase in enterprise AI.