OtterlyAI tracks brand sentiment and gives you a quantified view of how positively or negatively, AI search engines describe your brand, and lets you benchmark that sentiment directly against your competitors.
Where to Find Brand Sentiment?
Brand Sentiment is available in two places:
- Brand Report Overview— See your overall sentiment scores alongside coverage and mention counts in the Brand Ranking view. All competitors in your tracking set are included for direct benchmarking.
- Prompt Level — Drill into individual prompts to see how sentiment compares across queries. From there, you can go deeper into each individual AI response and answer to see the exact sentiment attributes driving the score.
What N/A means in a Brand Sentiment score?
If you see N/A in any sentiment column it means that no sentiment signals were recorded for that brand on that particular prompt or within that time window. N/A is not the same as a neutral or zero score - it means there is simply no data to report.
Key Metrics Explained
Net Sentiment Score (NSS)
The NSS is your headline number. It measures the overall emotional tone of AI-generated mentions of your brand by calculating the balance between positive and negative references.
The score ranges from −100 (entirely negative) to +100 (entirely positive). An NSS of +40 means your positive AI mentions outweigh negative ones by a healthy margin. A score near zero signals a mostly neutral.
Important note: An NSS of +40 based on 10 mentions tells a very different story than an NSS of +40 based on 500 mentions. Always read NSS alongside the Sentiment Count to understand the volume behind the score.
Sentiment Breakdown
Beyond the NSS, you'll see a percentage split of negative, neutral, and positive mentions.
Sentiment Count
This is the absolute volume behind the percentages: how many negative, neutral, and positive mentions were detected.
Why can Sentiment Count be higher than Brand Mentions?
Otterly.AI captures every individual sentiment signal within that response. One prompt response can have multiple sentiment attributes.
Example: Best long-runs shoes for a marathon build up?
Positive: Extremely stable
Top rated by users
Negative: Less durable
This is 3 recorded sentiments for one prompt only.
Below is a walkthrough of the sentiment and key metrics:
You can find more information about the brand sentiment in this blog article. If you are interested in brand report KPIs including sentiment formula check out this article.