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the main value proposition of using something like ChatGPT to navigate the internet is that you're putting your trust in it to filter out the noise on your behalf.Right. That's a transient state, unfortunately - we can trust ChatGPT now because we know OpenAI had neither the time nor resources nor a reason to make their tool biased for commercial purposes (they're busy biasing and constraining it so it doesn't generate too much bad press, but this doesn't affect the trustworthiness of responses to typical queries). A model like this obviously won't be allowed to gain widespread adoption as a search proxy - it's destructive to commercial interests.
> If you can't trust it to actually do that (there's still ad noise in what you get back), then what's the point?
Exactly. The problem is, as users, we have no say in it. If Microsoft and Google decide that conversational interfaces are the future, then we'll be doing searches via ChatGPT-derived sales bots. End of story. Google and Microsoft each have enough clout to unilaterally change how computing works for everyone. And if they both decide to compete on quality of their ML search chatbots, there's no force on Earth that could stop it. Short to mid term, if they want it, we have no choice but to use it (long-term this might create an opening for a competitor to claw back some of the search market with a chatbot-free experience).
> Either people will pay a subscription fee to unlock the utility of an information-distilling agent, or they won't. Trying to sidechain ad revenue into that equation is self-defeating.
This, unfortunately, has been proven false again and again. Newspapers. Radio. Broadcast TV. Cable TV. Music streaming. Video streaming. On-line news and article publishing. And so on.
Advertising is a disease, a cancer that infects and slowly consumes every medium and form of communication we create. Often enough, creation of a new medium is driven by the desire for an alternative, after the old medium became thoroughly consumed by advertising and seems to be reaching terminal stage.
Side-chaining ads into a chatbot interface is going to be even more powerful than ads in normal search results - not only you can tweak the order of recommendations like search engines do today, you can also tweak the tone and language used in the conversational aspects, effectively turning the bot into a sneaky salesman.