They will lose users to other search engines better search results assuming there will be a new generation of search engine startups powered by ai and by ai i don't mean just a ai summarizer that every search engine is adding.
An established company often does not want to cannibalize its own products, and an incumbent does.
This has not really happened during the last decade of enshittification of Google, but who knows, maybe it will happen in the future.
But this is a general trend, the whole open source software has been in an ensh*tification process for a good decade.
Written by human brain
Big context window will make them even more toxic.