AI assistants like ChatGPT, Gemini and Perplexity are already answering questions about brands, products and competitors, and most companies have no idea what they say. Unlike a search results page, these answers are generated on the fly, change from one query to the next, and rarely show their sources. Measuring them means treating AI answers as data: asking the same questions at scale, extracting which brands get mentioned and cited, and tracking how that changes over time. This session shows how that works in practice, what the data reveals about how brands actually appear in AI answers, and what marketing, SEO and product teams can do about it.