ChatGPT's threat to Google isn't that Google can't match it--it's that it changes the approach to search results from displaying lists of results where it's "na

ChatGPT's threat to Google isn't that Google can't match it--it's that it changes the approach to search results from displaying lists of results where it's "natural" to insert sponsored listings to a more conversational approach where ad opportunities will be rarer (or at least entirely different). If users prefer the newer, interactive approach to exploring search results, Google's long-standing business model will require a significant update.