TL;DR - See how brand sentiment in AI answers changes over time—and why. - Pinpoint the topics and personas driving positive or negative shifts. - Drill into the exact prompts and AI responses behind each change to understand positioning and citations.
Aggregate sentiment can look fine until you slice it by “pricing,” “implementation,” or “enterprise buyers.” That’s where real risk and opportunity live. Sentiment Trends surfaces directional change by topic and persona so you can focus your efforts where they’ll matter most.
Scrunch uses a machine learning model trained on AI responses to classify tone and positioning: - 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.
From the Home screen, open the Sentiment panel and click “Explore trends” to see: - Positive Sentiment Over Time: Week-by-week trajectory for your selected period. - Most Influential Drivers: Topics and personas ranked by how much they shifted sentiment in the last 4 weeks versus an 8-week baseline. - Sentiment Breakdown: The share of positive, mixed, and negative responses. - Average Change in Sentiment: Your week-over-week trend benchmarked against peer brands.
You can filter and analyze by: - Persona, topic, funnel stage, region, and platform. - Cross-platform or platform-specific views (e.g., ChatGPT vs. Gemini).
Click “View prompts” to: - See the exact prompts and AI answers that moved sentiment. - Inspect citations and the on/offsite content influencing those answers. - Identify gaps or mispositioning to fix.
Scrunch currently monitors major AI platforms, including ChatGPT, Claude, Gemini, Perplexity, Google AI Mode, Google AI Overviews, Meta AI, and Microsoft Copilot. Learn more about sentiment classification and analysis in this FAQ: Does Scrunch track sentiment about my brand in AI responses?
Understanding your own trend line is useful; seeing it in market context is better. Sentiment Trends shows your: - Average Change in Sentiment benchmarked against other brands in your space. - Topic- and persona-level shifts that explain where you’re outperforming or lagging peers.
This gives you a clear read on whether changes are brand-specific or part of a broader market pattern.
Use this simple loop to validate impact in your first week: 1. Set up monitoring: Add your site; Scrunch auto-suggests competitors, personas, and topics. Import prompts or paste keywords—Scrunch converts them automatically. 2. Spot shifts: In Sentiment Trends, look for dips or spikes in Positive Sentiment Over Time. 3. Find the drivers: Open Most Influential Drivers to see which topics and personas moved the needle. 4. Inspect prompts: Click “View prompts” to read AI responses, check citations, and locate the content or positioning causing issues. 5. Take action: Prioritize fixes on the topics/personas with the largest negative influence. Address missing citations, clarify positioning, and fill content gaps. 6. Track improvements: Watch Average Change in Sentiment and the share of positive/mixed/negative answers week over week, and compare to peers.
KPIs to watch: - Increase in Positive Sentiment share for priority topics/personas. - Reduction in Negative Sentiment where risk is highest. - Week-over-week Average Change in Sentiment versus peer benchmarks.
Being mentioned in AI search isn’t enough—how you’re positioned is what shapes brand perception. Sentiment Trends turns a static score into a story you can act on, linking shifts back to specific topics, personas, and prompts so you know exactly where to focus.
Improve AI search sentiment with Scrunch. Start a 7-day free trial or book a demo with our team.