Prediction: within 3 years google will start seeing ad revenue truly decline. Eaten away by apple, Amazon, and anyone with the budget to train their own AI systems.
Business will struggle since this will cut ad effectiveness in a similar way to the Apple “privacy” changes.
They will have to replace paying google with referral based word of mouth and more algorithmic based longshots like Tik Tok.
This resets the cycle back much closer to old school TV ad models.