Are brands monitoring how AI tools describe them yet?

I've been thinking about a new challenge for digital marketers.

Traditionally, brand perception has been measured through reviews, social listening, search results, forums, and customer feedback. But now millions of people are getting information about companies through AI tools like ChatGPT and Gemini.

That raises a question:

Are marketers actively monitoring how AI systems describe their brands?

For example, if an AI model consistently associates a brand with outdated information, negative sentiment, or incorrect positioning, that could influence potential customers before they ever visit the company's website.

Has anyone here started tracking AI-generated brand mentions as part of their broader social listening strategy?

Curious to hear how others are approaching this?