In December 2022, Google declared “Code Red” when ChatGPT threatened to make Search obsolete. In December 2025—exactly three years later—Sam Altman used the identical term at OpenAI. The hunter has become the hunted.
The symmetry is poetic. The irony is strategic.
Three years ago, Google was the terrified incumbent watching a startup’s chatbot go viral with 1 million users in five days. Google’s founders came out of retirement. Engineers worked through the holidays. Twenty AI products were rushed to market.
Today, the positions have inverted. Google’s Gemini 3 tops benchmarks. Its ecosystem has grown from 450 million to 650 million monthly active users in three months. OpenAI is pausing its advertising plans, delaying AI agents, and reassigning teams to a singular mission: make ChatGPT better, fast.
This reversal reveals something fundamental: in AI, three years is long enough for a disruptor to become an incumbent—and for an incumbent to become a disruptor again.
For the complete analysis of emergency mobilization strategies and what separates companies that survive paradigm shifts from those that don’t, read The Code Red Playbook on The Business Engineer.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
