[danans]

> Moreover, the cost per ad will be massive given how expensive the inference is.

Why would they need to use LLM inference to show ads? If anything, they can use their standard efficient methods to match ads based on the output of the LLM. Generative Search doesn't look like it's raw LLM output anyway. It's obviously been trained to pull from structured data sources or at least it's output is post-processed to present that data.