How do PR professionals monitor what AI says about their clients?

Monitoring what AI says about a client is a tooling problem, not a manual one. Asking ChatGPT a question once and reading the answer tells you almost nothing: the response varies by phrasing, by model, and by day, and a single check cannot establish a trend. Purpose-built tools solve this by polling multiple AI engines on a consistent set of prompts on a regular cadence and recording three things: what each model actually says about the entity, which sources are shaping those answers, and how all of it moves over time. The source view is the actionable part, because it tells you where to work: the AI narrative changes when you change the underlying sources the engines read, not when you argue with the model, which doesn’t remember the exchange and rebuilds every answer fresh from those sources. For reputation specifically, AIQ does this across ChatGPT, Gemini, Copilot, Perplexity, Claude, Grok, Google AI Overviews, and Google AI Mode; visibility-focused tools like Profound and peec.ai approach a related problem from the marketing side. The point is the same: systematic polling and source attribution beat hand-checking every time.