Comment by netcan

Google might be jumping the gun here... and making an innovators dilemma type mistake.

LLMs are an alternative to search engines, which endangers google's whole ad business.

"AI mode" search is a sort of bridge. It gets Gemini a lot of customers that otherwise would not have used an LLM at all.

They may get stuck trying to keep the llm pattern similar enough to the search engine that the adwords business working more or less the same way.

This could be self limiting.