It'll be hard to separate them out from the block of prose. It's not like Google results where you can highlight the sponsored ones.

Of course you can. As long as the model itself is not filled with ads, every agentic processing on top can be customly made. One block the true content. The next block the visually marked ad content "personalized" by a different model based on the user profile.

That is not scary to me. What will be scary is the thought, that the lines get more and more blurry and people already emotionally invested in their ChatGPT therapeuts won't all purchase the premium add free (or add less) versions and will have their new therapeut will give them targeted shopping, investment and voting advice.

I mean google does everything possible to blur that line while still trying to say that it is telling you it is an ad.