For Google, LLMs for search responses, ad ranking, and page ranking are all quite useful. They can directly eat up the first page or so of filler responses they normally have now for queries. It's a great opportunity to clean out all the spam pages on the result pages at once, leaving high quality results and capturing that advertising/referral money back to Google.

Top 10 best reviewed android phones? Just put up a list generated by the LLM. Have a conversation with a product recommender that then collects fees from whoever it recommends.

Not that I think Google's got the executive capacity to do any of this anymore.