For decades the order was fixed: architect the hardware, tape it out, then enable the software on top. Software teams inherited the hardware as given — including its errata and late design changes — and usually only after silicon arrived. It worked because hardware defined the product and software adapted to it.
That order is now backwards. Software defines what a product does, and increasingly the workload is an AI model whose shape — its memory movement, its arithmetic, its data types — dictates what the hardware has to be good at. The advantage goes to whoever can understand the workload, architect custom silicon for it, and get to market quickly. Hardware has become the execution platform for software, which means the two can no longer be optimised one after the other. They have to be optimised together.