This is merely the first step.

The next step is to have them natively in the output. And it'll happen at a scale never seen.

Google had a lot more push-back, because they used to be the entity that linked to other websites, so them showing the AI interview was a change of path.

OpenAI embedding the advertisements in a natural way is much much easier for them. The public already expects links to products when they ask for advice, so why not change the text a little bit to glorify a product when you're asking for a comparison between product A & B.