These AI chatbots on websites are beyond useless, and LLMs won't make them any better. When you go to the chat-based support interface on a website, it's usually because you've read the entire contents of the website and didn't find what you are looking for. Now you will just get a hallucinated answer, with no indication as to whether it's a human or AI you're talking to.
Extending this to sites makes sense. Eventually this service will need to compete against Google or Bing chat based search with regular indexing and it’ll probably get put out of business unless it pivots into tailor made models or something else the big guys can’t offer en mass.