What made google rich will be used here with an order of magnitude more power … custom ads for everyone within the answer, not alongside. The LLM knows people with a precision even deeper, the personality like SEO has never been able to achieve. Of course it will become very hard not to have biais in answers. Even video ads made on the spot for each people. Welcome to the new world.
Want a new pair of running shoes ? Custom ad all the way to convince you personally, powerful ad made just for you and disguised as a neutral answer gathered from the web. Really curious how this will unfold because there is a lot of money to be made that way to the detriment of their product
I for one enjoy the current situation where LLMs still return useful search results and product comparisons, as long as it lasts. Stay tuned for colossal enshittification when the VC money dries up...