Yes, Google AI is making it's presence felt... but there's a big picture strategy here that most ecommerce brands are still missing out on.
you really need to take a look at SEOtesting.com
This is where you can focus your efforts as you wean you business off of ad-diction... creating a portfolio growth strategy
How to future-proof your ecommerce business and increase it's value
What you need as the bare minimum as the foundations for growing your ecommerce affiliate partner programme
that's right $10m.... without a Google or Meta ad account.