More targeted ads.

Today, ads are based on user information you can reasonably collect from the users historical actions on your website, and then whatever search term they enter.

But soon, ads can be based on your current chat context + (derived interests of yours from your entire chat history across all chats. Shhhh.) passed in full to the e-commerce website that will use it to choose ads, generates creatives on the fly, all that crap, hyper-specific to you.

I'm so excited. Aren't you?

Now, as a side effect, searching through these can become better experience wise as well. They can use all that context and genuinely surface fewer, better results. But that's not the motivation of the e-commerce player anyways. If the ads work they'll be happy.