Can AI-driven website optimization create a competitive deadlock when everyone has access to the same optimization capabilities?

If a company uses AI for digital marketing tasks, such as analytics, content optimization, and fixing technical issues, to augment its marketing funnel, and its competitors do the same, what happens to competitive edge? Suppose AI agents analyze two competing websites and identify areas for improvement. Website A scores 4 out of10 and has six areas for improvement, while website B scores 6 out of 10 and has four. Both companies use the same AI tools or plugins, such as Claude-based tools, to plug those gaps. Once issues are addressed, both websites could potentially have a similar level of tec