They don't really have a choice. Classic website search will be useless in the near future because of the rapid rise of LLM-generated pages. Already for some searches 1 out of 3 results is generated crap.
Their only hope it's that somehow they'll be able to weed out LLM pages with LLM. Which is something that scientists say it's impossible because LLMs cannot learn from LLM results so they won't be able to reliably tell which content is good.
The fact they're even trying this shows they're desperate, so they will try.