Microsoft will probably eventually integrate it into their Xbox services, and possibly games via their own first-party studios.

In my opinion Microsoft has equal or more reach/subsidy advantage than Google for AI, at least toward general consumers.

Honestly, this makes me excited for future RPGs from bethesda. I've already seen mod demos where chatgpt does dialog for NPCs. Imagine a future elderscrolls or fallout where one could negotiate safe passage with the local raiders / bandits for a wheel of cheese or a 6 pack of nuka cola. A man can dream.