Pretty much everybody understood that we will lose in the long term, if we let ad revenue even be a consideration in search ranking. (...which makes today's bad search experiences even more puzzling.)
If you go to a page and immediately find what you are looking for, Google interprets that as failure.
This is why Bing and AI based search can completely beat Google web search, because they are trying to serve the searcher rather than serve ads.
AIs are so extremely useful to some users, that they'll gladly pay $$ per month to use it. And the size of 'some' increases radically with each leap in AI's capabilities.
GPTs don't have to be gimped to just search. Even GPT-4 today with wolfram alpha can obliterate most low-level tutors. It will be a personal tutor, therapist, coding assistant, secretary, storyteller, entertainer all in one very soon. People will pay for it.
If you compensate sites for using their data in your AI product, then there will be the same incentives as now to game the system (AISEO?)
If you don’t compensate sites, then they’re not incentivized to produce the content that makes your search product useful.
The problem with SEO spam was always there (remember expert sex change?) but they beat it before... but now it became bad again.
But they have monopoly anyway (bing is even worse for actually searching, ddg is just bing, brave search sucks) so they don't really care. What are you gonna do, use Ask.com?