DLSS doesn't increase lighting, texture details, geometric complexity and such.
AMD has it's own alternative technologies to DLSS such as DirectML for example. - AMD's approach shifts the burden from itself (As it's relying on Microsofts technology) to developers though, where-as nVidia is using a propriety approach.
i had a look at the comparisons, doesn't look like a game changer by any stretch. And that car pic sharpening looks like a bullshot to me.