But do we see the big tech companies doing anything to stop this kind of thing happening? Or is it the case of "she'll be right" attitude?

Are the big tech still running this as a big beta test, without telling people?

Personally I ignore anything until the first search result. And I disable/hide anything AI-related in results. It's bad enough with the load of AI-generated SEO spam going around.

In the meantime, do we tell people not to trust AI-generated content in search pages, opening actual search result links instead?