Google's problem is not the technology, it's the business model. If they integrate something like ChatGPT in search it could kill their entire AdWords business.

Google's problem is not the technology, it's the business model. If they integrate something like ChatGPT in search it could kill their entire AdWords business. How many ads can you stuff in an answer? And how do you decide which ad goes to a subjective question? Until they figure out how to monetize an embedded AI in a big way there's no chance they'll produce something useful.