I stil call it ATI by accident because that’s what it was during my formative years (middle school). Calling it “AMD” feels weird to me. It’s hard for people to learn a new word for something they already know.
Do what I do, I call AMD CPUs "AMD", but AMD GPUs "Radeon"; but never call Nvidia GeForces "GeForces", instead just referring to them as Nvidia.
So, it isn't unusual for me to say "Intel", "AMD", "Radeon", "Nvidia" during the course of a conversation. AMD ended up legitimizing what I do when they split Radeon off as its own company (ala HTX.org and GloFo).
They didn't make Radeon into its own company, in fact there are rumors Raja Koduri was butting heads with leadership over a desire to do just that. They split it into a separate group within the company just that's just playing with the org chart to change who you report to.