This week at the All In conference, the big players in world models, like Yann LeCun’s AMI Labs and Fei-Fei Li’s World Labs, chose to keep their tech under wraps, despite the potential for lucrative applications in robotics and interactive media.

Co-founder Michael Rabbat of AMI Labs was vague about their research and development, saying, “We’re not talking publicly about any product plans or timeline.” Similarly, data supplier Alex de Vigan wished for more transparency, as it would help them build more useful data.

The versatility of world models adds to the mystery. These models can range from self-driving car navigation to explorable video environments and even manufacturing. AMI has already explored multiple industries, making it hard to predict their focus.

The secrecy in the world-modeling space is a strategic move, allowing companies to build their tech quietly without attracting too many rivals. It’s like the dark forest scenario: stay hidden until you have the upper hand.