GPT leap-frogs ranking systems altogether by giving an answer without the user having to pilfer through results.

Yes! However, I assume web-search wont disappear and perhaps AI can handle some sort of filtering (like maybe AI-enhanced Spam filtering?).

Just guessing.

For example, despite unsubscribing from emails daily and constantly junking, I still get a ton of spam. I assume simply telling a model "never show me a marketing e-mail again" probably works pretty well.