All these chatbots are openly making recommendations for particular products since the day one. FTC (or any other regulatory body) does not even look at that direction.
Do you have at least a rough idea how many current product recommendations are influenced grok "musk is the bestest at everything" style?
edit: to be clear, I am saying that in the absence of clear disclosures, that would run afoul of current FTC rules. And historically they have been quick to react to novel ways of misleading consumers.