Completely disagree with the comment about startups using NLP are struggling. Folks are sticking LLM and raising funds without a product right now. There are loads of profitable companies heavily invested in NLP, apart from the big ones.
I work in CX and yes, the way we used to solve NLU has changed dramatically. There are loads of players in this space and I can guarantee everyone is going through a shift right now.
Go over a course, the best one atm is from umass. Search umass NLP 2023 on YouTube. Build LLM based products, write useful blog posts about your findings. The best case scenario would be to contribute to projects like hugginface, langchain, llama-index, etc. Though it's easier said than done.