Let's be real, they've been doing this for years ever since they introduced siri. By now everyone's had an experience similar to having a conversation about something without searching or typing anything into a digital device and then magically starting to receive targeted advertising about said thing.
A whistleblower revealed Apple were using a contracted sweatshop in Ireland to grade Siri recordings - although not for ads. They actually settled a class action for this just this year.
https://techworkerhandbook.org/stories/thomas-le-bonniec/