They might lose entirely (search, social media, etc.) if users are more likely to direct their eyeballs to "AI" services. And that isn't an impossible scenario. What do you need traditional web search, stupid internet comments, etc. for when an LLM will generate all that and more immediately at your behest? The newspaper companies lost when other forms of media came along. "AI" could easily push things the same way.

But the businesses are still trying to prove that. It is still early days. Only time will tell if they will actually get the aforementioned user base.