When AI models mention your brand in a response, they don't just list the name. They add a description, a comparison, a recommendation, or sometimes a caveat. That added language carries a tone, and that tone is what we call sentiment.

For example, an AI model might describe your brand as "a more affordable option for tracking mentions and sentiment." That's neutral. It states a fact without strong praise or criticism. But another model might highlight your product as the best value choice with excellent real-time alerts. That's positive.

A high ranking is only half the story. If AI models consistently describe your brand as "limited" or "basic" while positioning a competitor as "powerful" and "comprehensive," that framing influences customer perception before anyone clicks through to your website.

Tracking sentiment helps you understand not just whether you appear in AI answers, but how you appear. Are you being recommended enthusiastically or mentioned as an afterthought? Are models highlighting your strengths or focusing on your weaknesses?

Sentiment analysis lives in the Context tab of your project. Here you'll find several views that break down the tone of AI responses.

Sentiment Over Time shows the ratio of positive, neutral, and negative mentions of your brand across all AI responses, and how it changes week by week. This helps you spot trends. For example, if positive sentiment is declining while neutral is rising, it could signal that AI models are shifting how they talk about your product.

Sentiment by AI Model lets you switch to a per-model view to see how each AI platform frames your brand. Some models might describe you more positively than others. For instance, Grok and Copilot might lean positive while AI Overview stays mostly neutral.

Narrative Drivers reveals which specific attributes and keywords drive each sentiment category. For positive mentions, you might see terms like "real-time alerts," "cost-effective," and "solid sentiment analysis." For neutral mentions, the language might be more generic.

If your sentiment is mostly positive, that's a strong signal that your brand's AI narrative is healthy. If neutral sentiment dominates, it may mean AI models mention you but don't actively recommend you, which is an opportunity to improve how your brand is perceived. And if negative sentiment appears, you'll want to dig into the specific responses to understand what's driving it and address those perceptions in your content strategy.

Combined with your position data and source analysis, sentiment gives you a complete picture of your AI visibility: where you rank, why you rank there, and how customers perceive you when they see your brand in an AI answer.

For more on how context and topics work alongside sentiment, see our articles on What Is Context? and the Topics Analysis feature. If you have any questions, don't hesitate to contact us.