But you'll never be certain those "actual people" aren't just using "AI" to generate that content, either... so it really won't be anything like the early days of the web.
It's free, but you pay with your data, as always. What you consume, when, how and how much. Also in what mood and your emotional reactions to it, via accelerometer and other side channels. You can opt out of the latter two, the switch is buried somewhere deep in the settings.
The real product is ads that are clearly AI-generated but still acceptable by you. Sometimes even likable.