It can be argued that they already did. AMD and Apple worked with Khronos to build OpenCL as a general competitor. The industry didn't come together to support it though, and eventually major stakeholders abandoned it altogether. Those ~10 wasted years were spent on Nvidia's side refining their software offerings and redesigning their GPU architecture to prioritize AI performance over raster optimization. Meanwhile Apple and AMD were pulling the rope in the opposite direction, trying to optimize raster performance at all costs.
This means that Nvidia is selling a relatively unique architecture with a fully-developed SDK, industry buy-in and relevant market demand. Getting AMD up to the same spot would force them to reevaluate their priorities and demand a clean-slate architecture to-boot.
This means that Nvidia is selling a relatively unique architecture with a fully-developed SDK, industry buy-in and relevant market demand. Getting AMD up to the same spot would force them to reevaluate their priorities and demand a clean-slate architecture to-boot.