What is AI sentiment analysis? A marketer’s guide

Consumers are progressively utilizing AI to investigation products, comparison options, and measure brands. Which intends answers from platforms for illustration ChatGPT and AI Overviews are shaping marque perception.

These AI answers tin power really buyers deliberation astir your institution earlier they ever sojourn your website.

AI sentiment study helps marketers understand really AI platforms picture their brand, which narratives those systems reinforce, and wherever inaccurate aliases antagonistic perceptions whitethorn impact business results.

What is AI sentiment analysis?

AI sentiment study is the process of evaluating really favorably AI platforms picture your marque and whether those descriptions are accurate.

For example, an AI level whitethorn picture Notion’s task guidance instrumentality as  “good fresh for SMBs and mid-market teams” on pinch “strong automations” while besides claiming it’s “not ever the champion prime for enterprises” and offers “less extent and rigor” than specialized endeavor tools.

Semrush's Brand Performance study offers a breakdown of Key Sentiment Drivers successful AI answers

All of these marque descriptions — whether wholly existent aliases hallucinated by AI — tin style buyers’ cognition of your brand. 

Conducting this study allows marketers to place the antagonistic narratives aliases inaccuracies surrounding their marque and past return action to hole misconceptions and amended their AI sentiment. 

Why does AI sentiment study matter? 

AI marque sentiment study matters because imaginable customers that investigation pinch AI are influenced by the measurement AI platforms picture brands and competitors.

Semrush’s recent study of 1,000+ U.S. consumers recovered that:

• 57% usage AI to constrictive down merchandise choices
• 53% usage it to comparison products they’re already considering
• 50% usage it to thief make last purchasing decisions

This intends AI-generated descriptions power information and conversions.

Coalition Technologies saw conscionable really influential AI platforms’ responses tin beryllium for 1 of their clients. ChatGPT was many times describing the company's subject surplus sleeping bags arsenic "outdated technology" because ChatGPT was associating the connection "surplus" pinch obsolete instrumentality alternatively than authentic military-grade gear.

"We had to refresh messaging connected the astir page, homepage, and societal profiles to steer those responses backmost toward accuracy."   - Jordan Brannon, President astatine Coalition Technologies

The activity Coalition Technologies did to amended correspond the client’s sleeping bags helped increase AI referral postulation by 429% and conversions from AI postulation by 547%.

How to analyse marque sentiment successful AI answers and crossed the web 

To understand AI sentiment, you request to look astatine some AI-generated answers and the sources that power them.

AI platforms build their descriptions of brands utilizing accusation from crossed the web. 

Analyzing AI answers helps you understand really those platforms presently picture your brand, while monitoring sentiment crossed the broader web helps you understand what whitethorn beryllium shaping those perceptions.

Together, these 2 views supply a much complete image of really AI platforms comprehend your institution and wherever inaccurate aliases antagonistic narratives whitethorn originate.

Manually cheque sentiment successful AI answers

You tin commencement by manually testing prompts crossed AI platforms.

Ask questions related to your category, competitors, perfect usage cases, and brand. For example, you mightiness inquire astir the champion task guidance package for distant teams.

Reviewing those responses tin thief you understand:

• Whether your marque appears successful applicable AI answers
• Which competitors look alongside you
• What strengths, weaknesses, and narratives AI systems subordinate pinch your company

However, manual study becomes difficult to support crossed hundreds aliases thousands of prompts. That's wherever platforms for illustration Semrush go useful.

Measure sentiment successful AI answers astatine scale

Semrush’s AI Visibility Toolkit includes a group of reports to thief marketers measurement really AI platforms picture their brand.

Go to Brand Performance to spot really AI platforms presently position your marque comparative to competitors.

The “Share of Voice vs. Sentiment” floor plan gives you a high-level position of really often you’re mentioned and really positively you’re mentioned comparative to rivals. 

And the “Overall Sentiment” conception breaks mentions into favorable aliases general.

Next, spell to the Perception study to understand what factors are driving affirmative and antagonistic sentiment.

Review the “Favorable Sentiment Over Time” floor plan to show really AI platforms’ cognition of you shifts complete time.

Measure sentiment successful web mentions

AI platforms tin picture brands based connected their training information and accusation from crossed the web. 

That intends successful summation to your website, third-party reviews, media coverage, forums, comparison articles, and societal media discussions tin each power really AI platforms picture your institution complete time.

Use Semrush’s Media Monitoring tool to way really your marque is described crossed those third-party sources. The instrumentality helps you show your online marque mentions and their wide sentiment complete time.

Monitoring marque mentions tin thief you spot emerging estimation issues early, understand really marque cognition is changing, and place antagonistic narratives earlier they go much wide and commencement to power your marque sentiment crossed AI answers.

How to amended your brand’s AI sentiment

Improving AI marque sentiment comes down to uncovering the sources that thrust the narratives, strengthening your ain content, and improving the value of your third-party mentions.

1. Find the sources influencing AI sentiment

Before you tin amended AI sentiment, you request to understand which sources are shaping it.

Use the Narrative Drivers report to spot which pages AI platforms trust connected erstwhile describing your brand. Some will beryllium owned properties, specified arsenic your homepage and merchandise pages. 

Others will beryllium third-party sources, including reappraisal sites, media coverage, and forums.

Pay peculiar attraction to sources associated pinch antagonistic sentiment aliases inaccurate descriptions. 

Filter for debased sentiment scores to place pages that whitethorn beryllium contributing to antagonistic aliases misleading AI narratives.

For owned pages, look for:

• Outdated claims
• Vague positioning
• Weak merchandise explanations
• Missing context
• Ambiguous wording

For third-party sources, look for:

• Recurring criticisms aliases complaints
• Inaccurate descriptions of your products aliases services
• Outdated information
• Comparisons that position competitors much favorably
• Misunderstandings that many times look crossed aggregate sources

These issues tin power really AI platforms picture your brand. Once you place the sources driving those narratives, you tin prioritize which pages, platforms, and messages request attraction first.

For endeavor teams managing aggregate brands, markets, aliases merchandise lines, Semrush Enterprise AIO provides the aforesaid visibility crossed a larger group of brands and AI prompts.

2. Strengthen your owned content

Some of the narratives AI platforms subordinate pinch your marque tin moreover travel straight from your website.

If important specifications are missing, unclear, aliases outdated, AI platforms whitethorn capable those gaps utilizing assumptions aliases accusation from third-party sources.

Focus connected making it easier for AI platforms to accurately understand what your institution does, who it serves, and what makes it different.

To fortify owned content:

• Clearly and consistently explicate what your merchandise aliases work does
• Define who it's for and which usage cases it supports
• Add missing discourse that could different beryllium filled by assumptions
• Replace vague trading connection pinch circumstantial descriptions
• Keep merchandise information, features, and positioning up to date
• Ensure important accusation appears connected the pages AI platforms are astir apt to cite

Zbyněk Fridrich's squad followed this attack pinch WorkLounge, a coworking abstraction that was having AI misrepresent immoderate of their services. 

They rewrote astir 90 pages to amended explicate specifications specified arsenic 24/7 access, quiet area availability, telephone booths, and rank benefits.

Over the pursuing months, the brand’s favorable AI sentiment % increased from 67 to 82, while AI visibility and referral postulation besides improved.

When AI can’t corroborate circumstantial specifications astir your products aliases services, a precise group of updates to cardinal specifications tin person a affirmative effect connected favorable AI sentiment.

3. Improve your third-party presence

Remember, the narratives that AI platforms subordinate pinch your marque won’t conscionable travel from your website. Third-party platforms for illustration reappraisal sites, forums, comparison sites, and different third-party sources besides power really AI platforms picture your company. 

While you mightiness person constricted power complete those conversations, you tin power them by improving really your marque is represented crossed the web.

That whitethorn involve:

• Updating third-party business profiles and listings
• Responding to reviews and customer feedback
• Correcting inaccurate accusation wherever possible
• Contributing master insights to manufacture publications
• Earning sum from trusted media outlets
• Participating successful applicable manufacture communities and forums

The extremity is to make judge customers and AI platforms brushwood meticulous and up-to-date accusation wherever they study astir your brand.

Over time, having accordant third-party narratives tin reenforce the positioning and messages you want AI platforms to subordinate pinch your company.

FAQs

How is AI sentiment different from accepted sentiment analysis?

Traditional sentiment study measures what group opportunity astir your marque crossed the web. AI sentiment study measures what AI platforms opportunity astir your brand.

What causes antagonistic AI sentiment?

Common causes of antagonistic AI sentiment include:

• Outdated messaging
• Unclear positioning
• Negative third-party reviews
• Inaccurate forum discussions
• Missing aliases incomplete accusation connected owned pages, which tin lead AI platforms to trust connected assumptions aliases third-party sources erstwhile describing your brand

Can you amended AI sentiment without controlling third-party sources?

Yes, you tin still amended AI sentiment without controlling third-party sources. While you can't straight power what third-party websites opportunity astir your brand, you tin amended really AI platforms picture you by making your ain contented much meticulous and complete.

Updating owned pages, correcting missing aliases unclear information, and ensuring cardinal merchandise and marque specifications are consistently reflected crossed trusted third-party sources tin power the narratives AI platforms trust connected complete time.

How often does Semrush update AI sentiment data?

The Brand Performance reports refresh play crossed ChatGPT, Google AI Mode, Gemini, and Perplexity.