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HubSpot AEO

Sentiment Analysis Tool

HubSpot AEO is an AI sentiment analysis tool that goes beyond a one-time snapshot. Monitor how answer engines characterize your brand week over week, see how competitors compare, and get a prioritized plan for improving how AI talks about you.

Track your brand visibility

Why AI Brand Sentiment Analysis Matters in 2026

AI brand sentiment analysis is the practice of measuring how language models synthesize, interpret, and present your brand to potential customers — evaluating the tone, consistency, and credibility of how answer engines characterize your company based on everything in their training data. This matters more than ever because when someone asks ChatGPT "Tell me about [your company]," the AI's response, not your website, becomes their first impression. 

Traditional sentiment analysis tools track social mentions and review scores. AI brand sentiment analysis reveals something more critical: the consolidated characterization answer engines form of your brand, and how that shapes buyer perception before anyone visits your site. 

The strategic imperative is clear: brands that don't monitor their AI sentiment risk becoming invisible in the answer engines where modern buyers conduct their research. HubSpot AEO closes that gap. The tool gives you continuous, scored tracking of how ChatGPT, Perplexity, and Gemini characterize your brand, why they characterize it that way, and exactly what to do to shift the narrative.

  • HubSpot's AEO changed how we grow. We're #1 in our category at 68.3% and the partners who find us through AI arrive ready to close.

    Elliot Braund

    VP Revenue Operations

  • HubSpot AEO put us at the top of our category in LLM visibility, with 15% of leads now coming from AI sources and growing.

    Valeriia Frolova

    Senior Data Scientist (SEO & AI)

  • With HubSpot's AEO, we drove 8,000 new visitors and 12 new account conversions in just weeks — a 10% increase year over year.

    Emily Davidson

    Director of Marketing

  • HubSpot's AEO requires no manual setup — the insights are clear, visual, and immediately actionable.

    John Mothershead

    Director of Member Success

How To Do an AI Brand Sentiment Analysis With HubSpot AEO

Understanding how answer engines characterize your brand takes four steps with HubSpot AEO – no niche technical setup or AEO expertise required.

 

Step 1: Enter Your Brand and Define Your Prompts

Set up your brand domain and enter the prompts your buyers are most likely asking answer engines. For example: "What's the best CRM for a growing sales team?" or "Which marketing tools work best for B2B companies?" If you're on Marketing Hub Pro or Enterprise, HubSpot suggests a starting set of prompts automatically based on your CRM data, tuned to your specific industries, customer segments, and competitors.

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Step 2: Cross-Platform Analysis Runs Automatically

HubSpot AEO runs each tracked prompt daily against ChatGPT, Perplexity, and Gemini simultaneously, capturing each engine's response, sentiment characterization, and citation sources. You don't need to configure anything or run queries manually; the cross-platform analysis happens continuously each day.

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Step 3: Review Your Sentiment and Visibility Scores

Your results populate across a brand visibility score (what percentage of tracked prompts mention your brand) and a sentiment score (how positively or negatively your brand is described in those responses, on a scale from -100% to +100%). Both are tracked week over week so you can see whether your characterization is improving. 

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Step 4: Act On Prioritized Recommendations

This is where AI sentiment analysis becomes actionable. The recommendations feature turns your visibility and citation data into a specific, prioritized action list — what to create, which platforms to build presence on, and which content gaps to close first. 

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HubSpot's AI Sentiment Analysis Tool Features

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Understand How AI Describes Your Brand

Most brands have no idea how answer engines characterize them until a prospect tells them. HubSpot AEO closes that gap with two metrics that work together: brand visibility and sentiment. Brand visibility measures how often your brand appears in AI-generated answers to the prompts you're tracking – expressed as a percentage. 

Sentiment measures how your brand is being described when it does appear. Using a scale from -100% to +100%, this metric indicates whether answer engines are characterizing you positively or negatively. 

Low visibility and negative sentiment are two different problems. HubSpot AEO surfaces both. Know whether you need to show up more, or show up better.

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See How You Stack Up Against Competitors

Your brand doesn't exist in a vacuum, and neither does your AI sentiment score. HubSpot AEO tracks your competitors alongside your own brand, giving you a direct comparison of how answer engines characterize you relative to them – across the same prompts, the same engines, and the same time period.

Add competitors during setup and you'll see their brand visibility and share of voice tracked alongside yours in the same dashboard. Where citation analysis shows which sources are driving AI answers in your category, share of voice shows the bottom line: what portion of the overall AI-generated conversation your brand is capturing versus competitors.

With HubSpot AEO, track competitor visibility and sentiment week over week alongside your own. Don’t just measure where you stand, but whether you're gaining or losing ground.

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From Sentiment Gap to Published Fix: All in One Platform

Most AI sentiment analysis tools hand you a score and leave you to figure out what to do. HubSpot AEO connects the insight to the action. When your sentiment analysis reveals a gap – a competitor being characterized more favorably on high-intent prompts, or your brand absent entirely – HubSpot AEO gives you a specific recommendation and the tools to execute it immediately. No spreadsheet handoffs. No "can someone look at this?" Slack threads. The insight and the execution live in the same platform.

Frequently Asked Questions

An AI sentiment analysis tool uses natural language processing to evaluate how your brand is perceived across answer engines. HubSpot AEO focuses specifically on AI-generated characterizations, tracking how ChatGPT, Perplexity, and Gemini describe your brand week over week based on their training data and cited sources. This is distinct from traditional brand monitoring tools that track social media mentions or review sentiment; AI responses increasingly shape how buyers understand brands before ever visiting a website.

AI brand sentiment is the tone and evaluative language that answer engines use when characterizing your company – whether that language signals trust, reliability, innovation, or concern. In an answer engine context, sentiment isn't just positive vs. negative. It also captures how consistently that tone holds across different prompts and use cases, how it compares to competitor characterizations, and how it shifts over time as AI training data evolves.

Answer engines increasingly influence the first impression buyers form of your brand. When a prospect asks ChatGPT or Perplexity about solutions in your category, the tone and framing of those responses shapes their perception before they reach your website. HubSpot AEO tracks that characterization continuously so you always know where you stand. 

Traditional brand sentiment tracks mentions across social media, reviews, and news. AI brand sentiment measures how language models synthesize all of those signals – plus everything else in their training data – into a characterization of your brand that gets presented to users as a trusted answer. The distinction matters because answer engines don't surface individual mentions; they form a consolidated representation that influences buyer perception at scale.

HubSpot AEO is a AI sentiment analysis tool currently tracking ChatGPT, Perplexity, and Gemini – the three primary answer engines reshaping how buyers research solutions. 

Use low-scoring areas as signals for where AI's characterization of your brand is weakest. Low sentiment often points to negative or cautious associations in the sources shaping AI's understanding, which is worth addressing through authoritative third-party coverage and consistent messaging. Low visibility suggests AI has limited information about your brand, typically pointing to content gaps, inconsistent entity information across the web, or limited coverage in the publications AI training data draws from.

HubSpot AEO's recommendations feature turns that diagnosis into a specific action plan. It analyzes your citation data to identify which content types and source channels are driving AI answers for your tracked prompts, then tells you exactly what to create or where to build presence to improve your scores. 

Yes. HubSpot AEO accepts any brand domain, so you can monitor competitor sentiment, visibility, and share of voice alongside your own. You can see how a competitor's AI characterization shifts relative to yours week over week, which sources are driving their visibility, and where they're being cited on prompts where you're absent.

Answer engines update as their training data evolves, which means your sentiment scores can shift over time even without changes on your end. HubSpot AEO monitors your brand's sentiment and visibility automatically; no need to manually re-run anything. Weekly trend alerts surface significant changes so you can correlate shifts with content or coverage efforts you've made, without having to log in and check manually.

  • Brand managers who want continuous visibility into how answer engines characterize their company, not just point-in-time snapshots
  • Marketing leaders navigating the shift from traditional SEO to AI-era brand visibility, who need to track and report on AI sentiment over time
  • SEO professionals expanding their practice to include AI sentiment optimization and citation analysis
  • Content strategists identifying and acting on gaps between intended brand positioning and AI's actual characterization
  • Demand generation teams whose organic traffic is declining as buyers shift to answer engines, and who need a new visibility channel to influence

Your brand visibility score and sentiment score show where you stand. HubSpot AEO’s recommendations feature shows you what to do about it, giving you specific actions based on citation analysis, ranked by expected impact. Once you've identified the gaps, track whether your efforts are closing them: HubSpot AEO monitors your sentiment scores week over week so you can see what's moving and why.

HubSpot's Sentiment Analysis Tool is a free, one-time snapshot of your brand sentiment. Enter your brand details and it analyzes how GPT-5.2, Perplexity, and Gemini currently characterize your brand – returning a composite score out of 100, individual scores across five dimensions (including Sentiment Analysis, which is weighted at up to 40 points), a written interpretation, and a source quality breakdown. No account required, no cost.

HubSpot AEO is an ongoing monitoring tool. It tracks your brand's share of voice across specific prompts your buyers are asking answer engines, shows how that visibility changes week over week, and surfaces where competitors are gaining or losing ground on the same queries. It includes citation analysis, competitive comparison, and prioritized recommendations. HubSpot AEO is priced at $50/month with a 28-day free trial.

The short version: AEO Grader’s sentiment score answers "how do answer engines describe my brand right now?" HubSpot AEO answers "how is that changing, and what should I do about it?"