They're not a big tech company, not really, there's no reason they would have the necessary compute to develop an AI in the first place so what they're really announcing is that something that no one expected them to do is not going to happen.
In similarly news, Crayola are not going to develop an AI.
I didn't really expect them to do that either, because what would it do?
The reason companies like Google are developing an AI is because they have a lot of processor capacity anyway, so they can make use of it and they have a broad enough product catalog that it fits with their current offerings.