They'll certainly try, but I am somewhat optimistic here, as you can feed the language model with some ground truths that allows it to detect the marketing nonsense.
Another nice thing with language models is that they condense the information, it doesn't matter how many webpages there are for a product, if you ask ChatGPT about it, it will list it exactly once. It knows it is the same product each time and the list it produces will be created specifically for your query. Meanwhile Google gets cluttered with duplicate information, since your query is implicitly about webpages mentioning a product, not products themselves.
That said, there is still plenty of work to do here. BingChat is completely unusable when it comes to product search, much worse than Google, as it will just pick the first three search results, which tend to be SEO spam, and summarize their content. ChatGPT is much better here, but its lack of direct Web access also handicaps it rather heavily.