Big Tech companies like Alphabet, Meta, and Microsoft are investing heavily in AI despite rising costs that are impacting profit margins. While some investors react negatively to increased spending announcements, most remain confident due to AI's transformative potential, first-mover advantages, and long-term industry disruption possibilities. Capital expenditures have reached unprecedented levels, with Alphabet spending nearly $12 billion in one quarter and Meta projecting up to $40 billion annually. Though some worry about a potential tech bubble, industry analysts generally believe these substantial AI investments will eventually generate returns as adoption grows and monetization strategies mature. This spending reflects a fundamental belief in AI as the defining technology for the tech sector's future.