Brand Sentiment Analysis in AI
Why how AI describes you matters just as much as whether it mentions you
The Sentiment Problem
Getting mentioned by AI is only half the battle. The real question is: What tone does AI use when describing your brand? Is it enthusiastic? Neutral? Critical? Dismissive? The sentiment of AI-generated descriptions can make or break purchase decisions.
Positive Sentiment
"Excellent," "leading," "innovative," "highly recommended"
Neutral Sentiment
"Available," "offers," "provides," factual statements
Negative Sentiment
"Limited," "concerns about," "lacks," "competitors offer"
Real-World Impact
Observation: Project Management Software
When analyzing how ChatGPT describes project management tools, tools described with positive sentiment ("intuitive," "powerful," "user-friendly") are recommended significantly more often than those with neutral descriptions, even when feature sets are similar.
The Subtext Matters
Two brands in the same category can have wildly different sentiment:
Brand A: Positive
"Brand A is a leading solution known for its excellent customer support and innovative features. Users consistently praise its ease of use."
Brand B: Neutral
"Brand B offers project management capabilities. It includes task tracking and team collaboration features. Pricing varies by plan."
How to Improve Sentiment
Build Positive Digital Footprint
AI models learn from what's online. Customer testimonials, case studies, awards, and positive press coverage all influence sentiment.
Address Negative Signals
If AI describes you negatively, it's pulling from somewhere. Identify and address the source— whether it's outdated reviews, negative press, or competitor narratives.
Reinforce Your Strengths
Create consistent messaging around what makes you great. AI picks up on repeated themes across multiple sources.
Monitor Continuously
Sentiment can shift quickly based on new information. Track how AI describes you over time and react to changes before they become entrenched.
Track Your Brand Sentiment
Refractia analyzes sentiment across all major AI models and alerts you when perception shifts.