What Is Sentiment?
Sentiment analysis measures the tone and attitude of AI responses when they mention your brand. It tells you whether AI models are speaking positively, neutrally, or negatively about your products, services, and company.
The Sentiment tab provides an overview of how AI perceives your brand, broken down by overall score and by individual AI platform.
Why Sentiment Matters
Getting mentioned by AI is only half the battle. How you're described matters just as much:
- Positive sentiment drives conversions – Users trust brands that AI recommends enthusiastically
- Negative sentiment damages reputation – AI spreading concerns or criticism can hurt your brand
- Sentiment affects rankings – AI may rank positively-perceived brands higher
- Early warning system – Catch reputation issues before they spread
Reading the Sentiment Dashboard
Overall Sentiment Score
Your aggregate sentiment score across all AI platforms and prompts:
- 75-100 (Green) – Excellent! AI speaks very positively about your brand
- 50-74 (Yellow) – Neutral to slightly positive
- 25-49 (Orange) – Mixed or slightly negative - needs attention
- 0-24 (Red) – Negative sentiment - urgent action needed
Sentiment Breakdown
See the distribution of responses by sentiment type:
- Positive – AI praises your brand, recommends you, highlights strengths
- Neutral – AI mentions you factually without strong opinions
- Negative – AI expresses concerns, criticisms, or warns about your brand
Sentiment by Platform
Different AI models may have different perceptions of your brand. The platform breakdown shows:
- Which AI platforms view you most favorably
- Which platforms may have concerns about your brand
- Opportunities to improve perception on specific platforms
What Affects AI Sentiment?
Factors That Improve Sentiment
- Customer reviews – Positive reviews on G2, Capterra, Trustpilot, etc.
- Press coverage – Favorable mentions in industry publications
- Case studies – Success stories and testimonials
- Awards and recognition – Industry awards and certifications
- Updated content – Current, accurate information about your products
- Customer support reputation – How you're perceived for service quality
Factors That Hurt Sentiment
- Negative reviews – Complaints and poor ratings online
- Bad press – Negative news articles or controversy
- Outdated information – Old content that no longer reflects your product
- Comparison sites – Being ranked unfavorably against competitors
- Social media complaints – Unresolved customer issues visible online
How to Improve Your Sentiment
1. Address Negative Mentions
When you see negative sentiment, investigate the source:
- Check the actual AI responses to understand the concerns
- Search for negative reviews or articles that AI may be citing
- Address legitimate issues with product improvements or clarifications
- Respond professionally to negative reviews
2. Build Positive Signals
Proactively create positive content that AI can learn from:
- Encourage satisfied customers to leave reviews
- Publish case studies and success stories
- Get featured in industry "best of" lists
- Create content highlighting your unique strengths
3. Benchmark Against Competitors
Compare your sentiment to competitors:
- How does AI describe competitors vs. you?
- What positive attributes do competitors have that you lack?
- Where can you differentiate positively?
4. Track Trends Over Time
Sentiment can change as AI models update their knowledge:
- Monitor for sudden sentiment drops
- Correlate improvements with your reputation efforts
- Set alerts for significant negative changes
Sentiment's Role in GEO
Sentiment is a key component of Generative Engine Optimization (GEO):
- AI may prioritize recommending brands with positive sentiment
- Users are more likely to consider brands AI speaks well of
- Negative sentiment can hurt your visibility even if you're mentioned
Think of sentiment as the "quality" of your mentions. High visibility with poor sentiment may actually hurt your brand, while fewer mentions with excellent sentiment can drive better results.