I think, it’s mainly just companies trying to get their foot into the market. If Microsoft can establish LLMs as alternative to search, then it’s Google that loses market share. And once they control a share of the market, then they figure out how to capitalize on that.

At the very least, they can use it to control what information is available to the public and how it’s framed. But they can also integrate things like the LLM generating an affiliate link when asked about a product, or just generally weaving ad placements into the generated answers.