Google can afford to run Gemini for a looong time without any ads, while OpenAI needs necessarily to bring in some revenue: So OpenAI will have to do something (or they believe they can raise money infinitely)
Google can easily give Gemini without Ads to the users for the next 3 - 4 years, forcing OpenAI to cripple their product earlier with Ads because of the need for any revenue
I think Google & Antropic will be one of the two winners; not sure about OpenAI, Perplexity & Co - maybe OpenAI will somehow merge with Microsoft?