It will be interesting how hidden those ads will be compared to current Search experience or what OpenAI is already doing.

It's a lot easier to mislead a user with an AI generated ad that with a Search result IMHO, I'm betting on a huige backlash if they don't make it VERY clear that ads are ads.

If that happens, I'm betting they get slapped with something inconsequential like a $1 million fine and write it off as the cost of doing business.