"Content creators" are part of the problem. Generating endless "content", which isn't very useful or valuable, and creates too much "content supply", which devalues it. This then creates a giant "soup" of content that viewers drown in, trying to find some content that isn't as identically useless as all the rest. But the big incumbents love it, because they use this content soup to collect money from - you guessed it - ad companies. (Those same companies they don't want to make ad-blockers against...)
So now that search is dead, they need to find a new way to drink from the ad-dollar faucet. At first it'll be "pay content creators from AI subscription money", but then AI will be offered "free with ads", and then later "paid with ads". And nobody's going to stop it, because everyone is "happy": the viewer gets their free crap (with ads), the content creators get a few pennies, the big companies rake in billions, and ad companies continue their "industrial welfare" by pouring their excess profits into this whole system as ad-dollars. The great commoditization of eyeballs continues.