Transcribing this profound insight of Buckminster Fuller to the current debate: You cannot out-do google by inventing "smarter" search. You need to create a new business model that makes the old one obsolete.
Is there any evidence that all this algorithmic magic is enabling new business models that are not based on adtech more likely? It would be a blessing (presumably, because things can always drift further into evil) but, so far at least, there is little to point to such an imminent disruption