This has always and will always be my fundamental concern regarding AI. It will inevitably be enshittified, and its enshittification will be both subtle and opaque, in ways the average users will be ill equipped to identify or avoid.

The ultimate problem will be, unless users are running their own local LLMs (which will of course perpetually remain a tiny, insignificant fraction of all AI users) the AI isn't going to be working in the interests of the user, but the rather the interest of the corporation that built it, and the advertisers that pay said corporation.

At least with social or search there are ad standards that the platforms all broadly follow that identify when something is an ad, where as the AI companies will almost certainly either ignore ad standards guidelines or find some loophole they feel justifies not disclosing to users when the answers their AI provides are effectively ads in disguise.

With search, if you search for say "Cheapest car insurance" you at least have a fighting chance of successfully determining which links are ads, which are spam and which are potentially useful content, but with AI, its just going to provide a single supposedly authoritative answer, that the user will think is the best answer to their question, but is in fact whichever answer an advertiser has paid the AI company to have the AI supply.