"The company said it is taking traditional search ads, in which brands pay to have their websites or products appear on search results for keywords related to their business, and inserting them into responses generated by the Bing chatbot, the ad executive said.

...

Microsoft is also planning another ad format within the chatbot that will be geared toward advertisers in specific industries. For example, when a user asks the new AI-powered Bing "what are the best hotels in Mexico?", hotel ads could pop up, according to the ad executive."

Hahaha I even said something about planning a trip to Mexico when this first came up.

https://news.ycombinator.com/item?id=34696849&p=2#34697326

It does make me wonder how much we can trust a system like this over time though given how unreliable Google can be due to ads.