This is something that I noticed after doing a Google search on a new machine without uBlock Origin installed. I was unable to identify that the first link was an advertisement to a competitor's product of the brand I looked up. I remember adverts used to be highlighted really well in Google searches earlier.

If I am unable to differentiate between an ad and a search result then neither can a lot of non technical users including my parents.

Can't wait to see ChatGPT ads