> The tricky thing for Google will be to do this and not kill their cash cow ad business

This is not for Google to decide.

The users have spoken clearly that (when given an option) they will not tolerate or succumb to the SPAM of shitty SEO-optimized content-farms which has been plaguing the internet for the last decade.

If Google don't provide meaningful results in their search page, people will use ChatGPT or something else to sidestep the SEO SPAM issue all together.