It makes sense to show some ads and get some money at low volume (like a faraway reader wanting to read a story in your local newspaper) but taking money from regular users directly will pay much more.
Newspapers are happy to cannibalize 99% of their ad revenue with a paywall if that 1% subscribes because that’s how much more money you make from someone paying $10-$20/month vs ads.
But yeah, if people use it as a buying recommendation engine, that’s where the money is on ads/referrals but a lot of AI use has little/no connection to buying intent touchpoints.