Diego Jiménez, CEO of ROI UP Group
In a constantly evolving digital environment, where more and more users search for information through AI chat interfaces like ChatGPT, Gemini, or Perplexity, the way brands are portrayed in these spaces has become a new strategic front. The generated answers not only inform — they also shape perceptions. That’s why understanding what is said about us and how it’s said is key for any organization that wants to protect and project its identity consistently.
One of the most valuable indicators in this analysis is Sentiment. Unlike traditional Social Listening, which focuses on social networks, AI Listening allows us to observe how generative environments represent a brand from an emotional and narrative perspective. This approach quantifies mentions by tone (positive, neutral, or negative) and makes it possible to identify interpretive trends beyond volume.
Sentiment as an interpretive key
It’s not enough to be present in AI search engines — we must understand what kind of narrative is being built around the brand. In a recent analysis led by our martech agency, 73% of responses about a brand showed a positive sentiment with terms like “fast service,” “trust,” or “comfort”; only 16% were associated with negative sentiment, linked to “complaints” or “unsatisfactory experiences.”
What’s relevant about these findings? It’s not just which words appear, but how they are contextualized. The same word can be neutral in one context and harmful in another, depending on the semantic framing. For example, “product” may imply efficiency or conflict depending on the narrative in which it is embedded. Only explicit combinations like “brand + scam” allow us to talk about clearly negative associations. Therefore, calculating favorable or unfavorable keyword ratios is, from a methodological perspective, imprecise.
Sentiment and its relationship with GEO Key Messages
Sentiment analysis is not an end in itself, but a critical tool for evaluating whether the discourse generated in AI search engines is aligned with the GEO Key Messages defined by the brand. Each emotionally charged result is a clue as to which messages are penetrating and which are not.
At ROI UP Group, we view sentiment as a transversal indicator that allows us to evaluate the level of coherence between the generated narrative and corporate values. However, this analysis cannot be fully automated: it is not possible to directly determine whether the results align with key messages without conducting a qualitative review of each response. That manual reading is essential to understanding the nuances, tone, and context of each generated result.
Defining how many messages to include in a reputational strategy is not a matter of volume but of focus. Before planning, it is essential to reflect on the gap between how we want to be defined and how we are actually being represented.
This exercise requires strategic honesty: identifying the concepts we want to associate with our brand, analyzing the dominant patterns today, and understanding what is driving them. Only then can we propose realistic actions to bring the existing narrative closer to the desired one.
In this context, “convincing” an AI does not mean manipulation, but rather building a solid and coherent narrative, supported by structured content and reliable sources. The challenge is not to issue more messages, but to refine the key ones, maintain them over time, and choose the right environments where they can have real impact.
For all these reasons, a mature GEO strategy is based on the intersection of expectation, reality, and opportunity. It’s not just about appearing — it’s about doing so with intention and consistency.
Ultimately, what’s at stake today in AI search engines is not just visibility, but the high-value impression users get without clicking (zero-click results). A single paragraph generated by an AI can influence perception, purchasing decisions, or even an organization’s legitimacy. That’s why at ROI UP Group, we believe that reputation management in these environments must be rigorous, professional, and based on a clear methodology. Being present is no longer enough. Today, what matters is how you’re remembered.
