Jeff Bezos's secretive startup， Project Prometheus， is reportedly raising $10 billion at a $38 billion valuation， showing an ambitious push into "physical AI"，systems designed to interact with real-world industries like manufacturing and aerospace rather than just digital tasks.

Led alongside Vik Bajaj， the company is quietly building talent from rivals like OpenAI and Google DeepMind， hinting at serious competitive intent.

Next big competitor on the rise？