Positive mentions include praise or recommendations. Neutral mentions are factual without strong opinion. Negative mentions include criticism, warnings, or clear disadvantages.
Sentiment Score
How positively or negatively your brand is described in AI responses.
Overview
The Sentiment Score measures how positively or negatively AI platforms describe your brand across responses.
It answers a simple question: How is our brand being portrayed by AI?
While Visibility shows whether your brand appears, the Sentiment Score helps you understand the tone of that presence.
How the Sentiment Score is calculated
The metric weights positive, neutral, and negative mentions to calculate an overall percentage:
Why Sentiment Score matters
1. Reputation Management
Tone Context: High visibility with a low sentiment score indicates a potential brand issue rather than a marketing win. Tracking sentiment allows you to identify when an AI model is consistently highlighting your brand's flaws or associating you with negative contexts.
2. Qualitative AI Search Position
Perception: While Position Score tracks where you are, Sentiment Score tracks how you are presented. It verifies that when users find your brand in an AI response, they are receiving a recommendation or a favorable review, rather than a neutral listing or a warning.
Example
If your brand has:
1 positive mention
1 neutral mention
1 negative mention
Then your Sentiment Score is:
That means your brand is being described positively or neutrally in half of the tracked mentions.
Frequently Asked Questions (FAQ)
How does the system determine what counts as positive, neutral, or negative?
If I have a 50% Sentiment Score, does that mean half of my mentions are negative?
No. A 50% score could mean all mentions are neutral, or a mix of positive and negative mentions.
How can I improve my Sentiment Score?
Improve the quality of content and signals AI can find about your brand, such as reviews, case studies, and trusted third-party mentions.
Can I have a high Visibility but a low Sentiment Score?
Yes. Your brand may appear often, but still be described in a neutral or negative way.
What should I do if my Sentiment Score is low?
Review the prompts and responses where your brand is described negatively or weakly, then improve the messaging, proof points, and source signals that shape how AI systems talk about your brand.
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