If you do a local search, you might see Bing's latest test where you can ask a chatbot questions about the businesses listed. It's kind of janky right now and only responds to very specific queries, but it also seems like a neat idea. SearchEngineLand covers the whole story.
Would be cool if control over chatbot responses was turned over to the businesses. I bet a really creative business with a good coder could do something fantastic with it.