Both, but the cat is out of the box with LLMs and Google no longer monopolizes the firehose of consumer purchasing intent even if OpenAI disappears tomorrow. Someone else will come up. I can ask a local LLM that I download for free what's a good lawnmower and it will tell me.

Google is no longer in control and therefore I believe it won't be able to command the crazy premiums it used to squeeze out of advertisers.