The question is what is the business model and who pays for it, that determines how much advertising you’re getting. It is not clear if OpenAI could compete in Ad-supported search. So maybe OpenAI is trying to do the basic research, outcompete the Bing research group at Microsoft and then serve as an engine for Bing. Alternatively they could be just improving the ability of LLMs to do search, targeting future uses in agentic applications.