Sentiment

SentimentSentiment describes the tone in which a brand is portrayed in AI answers, for example positive, neutral, mixed, negative or uncertain. It measures the quality of a mention, not just its presence.Open glossary entry → (tone) assesses how a brand is described in an AI answer. Examples range from positive ("particularly suitable for SMEs") through neutral ("is a provider of marketing automation") and mixed ("strong in features but complex") to negative ("is often criticized for poor support").

What matters is not the single phrasing but the recurring pattern across many prompts and platforms. Key questions are:

• Which source supports the statement?
• Is it current or outdated?
• Does it repeat across several platforms?
• Does it concern a real product or service issue?

Negative sentiment often arises from old reviews, third-party sites, support problems or outdated information. It cannot be controlled directly, but it can be softened over time through genuine root-cause fixes, current and consistent counter-evidence, and well-maintained third-party profiles.