The explicit ads angle is only half the story. Even without paid placements, these models already have implicit recommendations baked in.

We ran queries across ChatGPT, Claude, and Perplexity asking for product recommendations in ~30 B2B categories. The overlap between what each model recommends is surprisingly low -- around 40% agreement on the top 5 picks for any given category. And the correlation with Google search rankings? About 0.08.

So we already have a world where which CRM or analytics tool gets recommended depends on which model someone happens to ask, and nobody -- not the models, not the brands, not the users -- has any transparency into why. That's arguably more dangerous than explicit ads, because at least with ads you know you're being sold to.