You think we wont start seeing ads or paid for refs/links in those AI responses? Not defending Google here, when they turned that feature on I posted to some friends "another nail in the coffin for the web as we know it" or something to that effect.
Eventually open models will be able to do the same, so why would anyone use ad-ridden service? The first LLM provider who turns on ads on their responses will disappear in a brink.
It will take a long time until an average person has the resources to run models of similar quality (and speed) as Google and OpenAI can provide today.