> That’s exactly what they are working on. Where to put the ads in this new paradigm.

Straight in their asses. That's where ads belong. Language models trying to con people into buying stuff are going to be a HUGE turnoff. They have a moat around search, but not around LMs, so they can't shove ads in chat and compete.

They got to do the right thing and wait until a user requests shopping help. And then come up with a useful suggestion that will not leave a sour taste if you take it. Unrelated ads - completely out of the question, they would break the conversation.