Big tech companies Microsoft, Alphabet, Meta Platforms, and Amazon are expected to post improved quarterly revenue growth due to the recovery of their enterprise software and digital ads businesses. They are also focusing on generative AI (genAI) developments. Microsoft is leading with its OpenAI investment and genAI integration in its products. Google is catching up with genAI integration in its virtual assistant and search engine. Meta is using genAI for advertisers and business interactions. Amazon has invested in genAI startup Anthropic and launched a genAI development platform. However, these developments pose new challenges, including concerns from publishers about Google's genAI-powered search.