Brand Sentiment
Brand sentiment is the tone AI answers and other sources take when they mention your business, whether favorable or not. Semrush's AI tracking tool, for example, sorts the mentions of a brand in ChatGPT, Gemini, Perplexity and Google AI Mode answers into favorable and general.
Source: Semrush Knowledge Base, AI Visibility Brand Performance Reports, checked October 29, 2026
What Brand Sentiment means for your business
Before AI answers, the phrase meant the tone of reviews and social posts, and social listening tools still use it that way. You'll also see the phrase sentiment signal, for the idea that search engines and AI tools weigh this tone when they choose which businesses to show. We'd treat any claim about how much it counts as a guess unless the company behind the tool has said so itself.
Check the labels before you trust a score. Semrush sorts mentions into favorable and general, with no separate pile for complaints in that split, so we'd assume a complaint can land in general. Its Perception report only scores questions that don't name you.
If AI answers keep describing your business as slow to call back or pricey for what you get, we'd look for the same complaint in your reviews and in threads about you, and fix the cause first.
Sentiment isn't one of the numbers we report, because a label made by software can't be checked the way a call or a booking can. If you're weighing a tool's sentiment score, the numbers we'd put ahead of it are on one page, each with its limits.
Last reviewed October 29, 2026. All terms
How AI answers it today
On October 29, 2026, both answers gave only the older sense, built on reviews, social posts and surveys, and neither mentioned AI answers. Google's AI Overview cited media monitoring and survey companies and YouTube; ChatGPT cited nothing.
Our run through ChatGPT and Google's AI Overview, October 29, 2026. A sample, not what every buyer sees.
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