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What Is Sentiment?

Sentiment measures the tone and attitude AI models use when discussing your brand. It goes beyond whether you’re mentioned to capture how you’re described — positively, neutrally, or negatively. Sentiment analysis examines the language, context, and framing of every AI response that mentions your brand.

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Why Sentiment Matters

A mention isn’t always a good thing. If an AI model mentions your brand but describes it negatively, that can actively harm your reputation and drive potential customers away. Understanding sentiment helps you:
  • Protect your reputation — Catch negative sentiment early before it spreads
  • Measure brand perception — Understand how AI models frame your brand
  • Guide your strategy — Focus on improving areas where sentiment is weak
  • Benchmark against competitors — See if AI models favor your competitors’ brands over yours
  • Track improvements — Measure how content changes affect AI perception

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Reading the Sentiment Dashboard

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Overall Sentiment Score

Your sentiment score is displayed as an aggregate across all tracked prompts and AI models:
  • 0.7 to 1.0 — Strongly positive. AI models consistently speak favorably about your brand.
  • 0.3 to 0.69 — Positive. Most AI responses are favorable with minor neutral or negative mentions.
  • -0.29 to 0.29 — Neutral. AI models describe your brand without strong positive or negative bias.
  • -0.69 to -0.3 — Negative. AI responses frequently highlight concerns or drawbacks.
  • -1.0 to -0.7 — Strongly negative. AI models consistently frame your brand unfavorably.

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Sentiment Breakdown

View the distribution of sentiment across your tracked prompts:
  • Positive — Responses where AI models describe your brand favorably, highlight strengths, or recommend you
  • Neutral — Responses where AI models mention your brand factually without strong opinion
  • Negative — Responses where AI models highlight drawbacks, concerns, or unfavorable comparisons

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Sentiment by Platform

Different AI models may have different perceptions of your brand. The platform breakdown shows sentiment scores for each tracked model — ChatGPT, Claude, Perplexity, Gemini, Grok, and Google AI Overview — so you can identify platform-specific issues or strengths.

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What Affects Sentiment

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Positive Factors

These tend to improve how AI models describe your brand:
  • Strong customer reviews and testimonials across the web
  • Positive press coverage and media mentions
  • High-quality, helpful content on your website
  • Industry awards and recognition
  • Active community engagement and support
  • Consistent, reliable product or service delivery

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Negative Factors

These can lead to negative AI sentiment:
  • Unresolved customer complaints on public forums
  • Negative reviews on major review platforms
  • Controversial press coverage or PR incidents
  • Outdated or inaccurate information on your website
  • Poor comparison against competitors in independent reviews
  • Security incidents or data breaches

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How to Improve Sentiment

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Address Negative Signals

  • Monitor and respond to negative reviews on public platforms
  • Resolve complaints that appear in forums and social media
  • Update outdated content that may be feeding AI models inaccurate information
  • Publish corrections if your brand has been misrepresented

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Build Positive Signals

  • Encourage satisfied customers to leave reviews on major platforms
  • Publish case studies and success stories
  • Earn positive press coverage through thought leadership
  • Create helpful, educational content that positions you as an industry leader
  • Maintain transparency about your products, pricing, and practices

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Benchmark Against Competitors

  • Compare your sentiment scores with tracked competitors
  • Identify areas where competitors have better sentiment and analyze why
  • Use competitor analysis to set realistic sentiment improvement goals
  • Learn from competitors with high sentiment — what are they doing differently?
  • Monitor sentiment on a weekly basis to catch changes early
  • Correlate sentiment shifts with specific events (product launches, press coverage, content updates)
  • Set sentiment improvement targets and measure progress
  • Celebrate wins when sentiment improves — it validates your GEO efforts

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Sentiment’s Role in GEO

Sentiment is a critical component of Generative Engine Optimization. When AI models have positive sentiment about your brand:
  • They’re more likely to recommend you in response to relevant queries
  • They tend to position you higher in recommendation lists
  • They use more favorable language when describing your products and services
  • They’re more likely to cite your content as a trusted source
Improving sentiment isn’t just about reputation management — it directly impacts your visibility and positioning across all AI platforms.