Mentionable
Mentionable
GEO Glossary

What is AI Brand Sentiment?

The tone and attitude AI tools express when mentioning your brand, ranging from enthusiastic recommendation to neutral mention to critical assessment.

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Key Takeaways

  • AI brand sentiment is the tone AI uses when mentioning you, from enthusiastic recommendation to neutral listing to cautionary mention.
  • Sentiment directly impacts conversion: a positive AI recommendation is a warm handoff, while a mention with caveats is a speed bump.
  • AI forms its opinion from reviews, press coverage, your own content, and how you compare to competitors across the web.
  • Improving sentiment means genuinely improving perception: address real criticisms, highlight true strengths, and maintain consistent messaging.

Getting mentioned by AI is good. Getting mentioned enthusiastically is better. Getting mentioned with caveats and warnings is... a problem.

What AI brand sentiment means

When AI mentions your brand, it doesn't just say "here's Company X." It contextualizes. It might say:

  • "I'd highly recommend Company X for this use case" (positive)
  • "Company X is one option in this category" (neutral)
  • "Company X could work, but some users have reported issues with..." (negative)

The sentiment is the tone of that mention. It's not just whether you appear, but how you appear.

Why sentiment matters

Imagine someone asks ChatGPT for a recommendation. It mentions three options:

"For invoicing, I'd suggest FreshBooks for its ease of use and great mobile app. QuickBooks is another solid choice if you need more accounting features. Some people use WaveApps, though it has a steeper learning curve and limited support."

All three got mentioned. But which one do you think the user clicks on first? The enthusiastic recommendation beats the lukewarm acknowledgment every time.

AI sentiment directly impacts whether a mention converts into a lead. A positive recommendation is a warm handoff. A grudging acknowledgment is a speed bump.

What shapes AI sentiment

AI forms opinions based on what it's read about you. That includes:

Reviews and testimonials. If your G2 reviews skew positive, AI picks up on that pattern. If there are recurring complaints, AI might mention those too.

How you're described by others. Press coverage, blog mentions, social discussion. Are people enthusiastic about you or skeptical?

Your own content's tone. If your website makes realistic claims and delivers on them, that consistency builds positive associations. If you overpromise and reviews contradict you, that dissonance shows up.

Comparison to alternatives. AI is always contextualizing. If competitors have stronger signals in certain areas, AI might position you as "good but not as good as X for this specific thing."

Monitoring sentiment, not just mentions

This is why pure mention counting is incomplete. "You were mentioned 50 times" doesn't tell you if those were enthusiastic recommendations or cautionary notes.

When tracking AI visibility, pay attention to the language around your mentions:

  • Does AI recommend you proactively, or only list you as an alternative?
  • Does it highlight your strengths, or mainly acknowledge your existence?
  • Are there caveats or warnings attached to mentions of your brand?

Improving your sentiment

This isn't about manipulating AI. It's about genuinely improving how you're perceived across the internet.

Address real criticisms. If there are legitimate complaints in reviews, fix the underlying issues. Then the new reviews will be more positive, and AI will eventually reflect that.

Highlight genuine strengths. Make sure your actual advantages are clearly communicated in your content and picked up by others. If you're great for a specific use case, make that undeniably clear.

Get happy customers talking. Positive reviews, case studies, testimonials. These create the raw material that AI draws from when forming its opinion of you.

Be consistent. Say what you are, deliver on it, and make sure third parties describe you the same way. Consistency builds confidence, both for humans and AI.

Related Terms

AI Mentions
Instances where AI tools like ChatGPT, Perplexity, or Claude reference your brand, product, or content in their responses to user queries.
AI Visibility
The degree to which your brand, products, or content are mentioned and recommended by AI-powered tools like ChatGPT, Perplexity, Claude, and Google's AI features.
Brand Salience (AI)
The degree to which your brand comes to mind for AI tools when generating responses to relevant queries.
LLM Brand Tracking
The systematic monitoring of how Large Language Models mention, describe, and recommend your brand across AI platforms.

Frequently Asked Questions

How can I check what AI says about my brand?
Ask ChatGPT, Perplexity, Claude, and Gemini questions like 'what is the best [your category] tool?' and observe the language used around your brand. Pay attention to whether the AI recommends you enthusiastically, lists you neutrally, or adds caveats. Tools like Mentionable automate this tracking across multiple platforms.
What causes negative AI brand sentiment?
Negative AI brand sentiment typically comes from recurring complaints in online reviews, negative press coverage, inconsistent messaging between your website and third-party sources, or unfavorable comparisons with competitors. AI synthesizes these signals when forming its opinion of your brand.
Can I improve how AI talks about my brand?
Yes. Address real criticisms in reviews by fixing underlying issues, highlight genuine strengths clearly in your content, encourage happy customers to leave positive reviews, and maintain consistent messaging across all platforms. AI sentiment improves when the underlying perception across the web improves.
Why does AI sentiment matter more than just being mentioned?
A positive AI recommendation acts as a warm handoff that drives conversions, while a mention with caveats or warnings creates doubt. Two brands can both appear in an AI response, but the one described enthusiastically will get the click and the signup almost every time.
Does AI brand sentiment change over time?
Yes. AI brand sentiment shifts as new reviews, press coverage, and web content appear. AI tools that use real-time web search (like Perplexity and ChatGPT with browsing) reflect changes faster than models relying on static training data. Regular monitoring helps track sentiment trends.
Alexandre Rastello
Alexandre Rastello
Founder & CEO, Mentionable

Alexandre is a fullstack developer with 5+ years building SaaS products. He created Mentionable after realizing no tool could answer a simple question: is AI recommending your brand, or your competitors'? He now helps solopreneurs and small businesses track their visibility across the major LLMs.

Published February 10, 2026· Updated February 12, 2026

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