The thing that made the initial chatgpt refreshing was the lack of ads - it wasn’t trying to sell you anything. This obviously will not continue; commercial pressures will direct AI efforts towards being a better ad pusher.
So the AI of the social media sites will end trying to get the crap past your local AI filters, in a big AI arms race :)
I would say, bring it on! Nothing will make it past my phi-2 or mistral-7B-v0.1 ^^, at least for now.
I think what this could lead to is homogenization of the content serving layer, since all you'd really need is to get content to the user that can move their filters from one site to the other, the display layer being less relevant (and differentiating). But let's see, exciting times.
So the AI of the social media sites will end trying to get the crap past your local AI filters, in a big AI arms race :)