Sometimes you have to decide if you're in a Kodak moment or if you have to hold to your guns. Nikon (facing a possible significant disruption from generative AI) has an interesting and quite smart stance.
But if it does pay to know who you are, you still have to be prepared to adapt to some extent. The error would be to throw away your core assets and accrued business value to chase a new shiny trend.
Is Leica feeling threatened? I don't think so. And in any case, you can always be Fujifilm, not Kodak.
This all revolves around your business culture.