AI Brand Drift
Detection
AI perception isn't static. Detect when and why AI's opinion of your brand changes—before it affects your business.
"What AI said about you yesterday may not be what it says tomorrow."
What is AI Brand Drift?
AI brand drift occurs when the way AI models describe and recommend your brand changes over time. This can happen due to:
- Model Updates: AI companies retrain models, changing what they "know"
- Competitive Shifts: Competitor actions change the relative perception landscape
- News & Events: Major events, press coverage, or crises affect AI's knowledge
- Your Actions: Website changes, messaging updates, or rebranding efforts
Types of Brand Drift
Negative Drift
When AI perception becomes less favorable over time.
- Sentiment score declining
- Negative descriptors appearing
- Recommendation frequency dropping
Positive Drift
When AI perception improves—which should also be tracked.
- Sentiment improving
- New positive traits appearing
- Category associations expanding
Repositioning Drift
When AI's understanding of your category position changes.
- New competitors mentioned
- Category associations shifting
- Use case context changing
Visibility Drift
When your recommendation frequency changes.
- Mention rate fluctuating
- Position in recommendations changing
- Query context scope shifting
Why Brand Drift Detection Matters
Early Warning System
Detect perception problems before they become reputation crises. A small negative drift today can become a major issue if left unchecked.
Strategy Validation
When you launch new messaging or campaigns, drift tracking shows if AI is picking up the new narrative.
Competitive Intelligence
Changes in your perception often correlate with competitor actions. Track both to understand the full picture.
Model Update Awareness
When AI companies update their models, your brand perception can change overnight. Stay informed.
Sample Drift Alert
Sentiment Score Changed
New Descriptors Detected: "expensive", "complex"
Possible Causes: Recent pricing increase, competitor comparison articles
Recommended Action: Review recent content, assess competitor messaging
Start Tracking Your Brand Drift
Refractia continuously monitors your AI perception and alerts you when significant changes occur.