#1GM Cruise
$10BThe robotaxi startup GM bought in 2016 and then poured more than $10 billion into, with Honda ($852M), Microsoft and SoftBank alongside. Driverless paid rides began in San Francisco in 2022; a 2023 crash in which a Cruise car dragged a pedestrian, and the company's handling of it, cost it its California permit. In December 2024 Mary Barra ended the program, citing the 'incremental time and capital' still needed. The most expensive AI product death on record.