General AI sentiment scores look pretty good for most brands (LLMs are nothing if not polite…except maybe Grok).

But they can be misleading.

Aggregate sentiment lacks context. It may look fine until you filter by "pricing" or "enterprise buyers" and suddenly you see that a specific corner of your brand narrative is underwater.

The real signal is directional change for specific topics and personas. That’s where your competitive advantage and reputational risk actually live.

We built Sentiment Trends to surface it.

Scrunch customers can use Sentiment Trends to:

• Monitor how brand sentiment in AI answers changes over time
• Compare how sentiment measures up to brands in the same space
• Uncover which topics and personas are driving positive or negative shifts

Because a sentiment score is just a snapshot. You need to know the story behind it.

See what’s boosting (or dragging down) brand sentiment

Scrunch uses a machine learning model trained to evaluate tone and positioning across AI outputs to create a qualitative measure of brand perception:

• Positive: Language is favorable or endorsing.
• Mixed: Language includes both pros and cons or neutral observations.
• Negative: Language highlights drawbacks or positions your brand as less desirable than another option.

Scores tell you what. Sentiment Trends tells you why.

Log in to Scrunch and you’ll find a Sentiment panel waiting on your Home screen.

Click the “Explore trends” button and Scrunch will automatically surface:

• Positive Sentiment Over Time: How positive sentiment toward your brand rises or falls over your selected time period.
• Most Influential Drivers: Topics and personas ranked by how much they’ve shifted your sentiment over the past 4 weeks (compared to the previous 8-week baseline).
• Sentiment Breakdown: The percentage of positive, mixed, and negative sentiment expressed toward your brand in AI responses.
• Average Change in Sentiment: How sentiment toward your brand is trending week over week, benchmarked against other brands in your space.

You can also dig into how different topics and personas are impacting sentiment individually, all ranked by amount of sentiment change.

Click the “View prompts” button to dig into your brand performance for the prompts associated with those topics and personas and see how on-and-offsite content and citations are impacting AI answers.

It’s everything you need to understand how sentiment toward your brand is changing in AI search results and what’s behind it.

Being mentioned isn’t enough

Winning AI search isn’t just about whether you’re mentioned—it’s also about how you’re positioned.

Identify your weak spots based on sentiment analysis. Prioritize fixes based on the topics and personas driving sentiment. Then take action and track improvements.

Wash, rinse, repeat.

Scrunch makes it easy. No spreadsheets. No manual tracking. Just a clear view of what's happening and where to focus.

Sentiment Trends is now live for all Scrunch customers. Log in to see where your brand narrative is winning—and where it needs work.

Improve AI search sentiment with Scrunch

Fix AI attitude problems. Start a 7-day free trial or get in touch to see how Sentiment Trends can help you improve brand perception in AI search results.