Best tools for monitoring brand sentiment on AI platforms
The best tools for monitoring brand sentiment on AI platforms compared: Promptwatch, AthenaHQ, Scrunch AI, Profound and suite add-ons, with sourced pricing.
Brand sentiment in AI answers is not the same as sentiment on social media. There are no posts to scrape. A model writes a paragraph about your company, and the tone of that paragraph depends on what it has read and how the question was asked. Monitoring it means asking structured questions repeatedly and scoring the answers.
That makes a few things matter more than usual: how the tool scores sentiment, whether you can see the sources behind a negative framing, and whether you can act on what you find.
What good sentiment monitoring includes
- Per-response scoring, so you can see which answers drag the average and read them.
- Trends over time, because a single run is noisy.
- Competitor context, since "neutral" means something different if rivals are described warmly.
- Source visibility. If a model calls your product expensive or outdated, you need to know which page it learned that from.
- A route to correction: updating your own pages, or addressing third-party sources.
The tools, ranked
Vendor details were read on 24 October 2026, and Promptwatch details are as of 28 October 2026.
1. Promptwatch
Promptwatch scores sentiment per response on a 1 to 100 scale and adds a weekly AI summary of what changed. It sits next to Visibility Score, Share of Voice and Position in Answer, tracked daily per model, country and language across ChatGPT (Search), Perplexity, Google AI Overviews, AI Mode, Copilot, Gemini and others. A Brand Book lets you set the analysis instructions that decide what counts as a mention, which helps when your brand name is ambiguous.
The reason it ranks first for sentiment work is the diagnosis that follows. Citation analytics shows which pages and domains the models cite for a prompt, with Reddit, YouTube and LinkedIn reports and offsite mentions. If a negative description traces to a third-party page, you can see it. The Action Board turns findings into tasks, and content tools handle updates to your own pages. Plans: Explore free (10 prompts, ChatGPT only), Essential $95 a month, Professional $245, Business $579.
2. AthenaHQ
AthenaHQ combines a unified GEO score with sentiment analysis, and an Action Center for follow-up tasks. Starter is $295 a month with 3,600 credits (one credit per AI response) across 11 models. Credits matter here: sentiment needs repeated runs, so heavy tracking spends them fast.
3. Scrunch AI
Scrunch AI includes sentiment analysis alongside insights, recommendations, site audits and bot traffic reporting. Core is $250 a month with 125 prompts and 5,000 responses a month across four LLMs.
4. Profound
Profound offers citation share and answer-level analytics within an enterprise platform that also sells marketing agents. Enterprise pricing is custom, with an older estimate around $40k a year, and the public trial runs 7 days.
5. Evertune and suite add-ons
Evertune is built like market research: it samples each prompt up to 100 times per model, benchmarks brands across 11 models, and reports attributes and sentiment. Prices are not published and the product is sold through demos. It suits teams that want research-grade sampling for board reporting. HubSpot AEO at $50 a month and Semrush AI Toolkit (listed at $99 a month per domain, unconfirmed) give lighter monitoring inside suites.
Comparison table
| Tool | Starts at | Sentiment approach | After the score |
|---|---|---|---|
| Promptwatch | Free; $95/mo | Per-response 1 to 100, weekly summary | Citations, Action Board, content |
| AthenaHQ | Free tier; $295/mo | Sentiment within GEO score | Action Center |
| Scrunch AI | $250/mo | Sentiment analysis | Recommendations |
| Profound | Enterprise custom | Answer-level analytics | Marketing agents |
| Evertune | Not published | Large-sample attributes | Strategy reports |
Who should pick which
- Promptwatch if you want to find and fix the cause of a poor description.
- AthenaHQ if sentiment is one part of a score-and-tasks workflow.
- Scrunch AI if you want it bundled with audits and bot reports.
- Evertune if sampling rigor matters for executive reporting and you accept a sales process.
- Profound if you are an enterprise buyer.
Sentiment from AI answers is an estimate. Models vary, and a score tells you direction, not truth. Use it to find answers worth reading, then read them.
A practical way to run sentiment monitoring
Start narrow. Pick one product line or one market and write 20 prompts: some that name your brand, some that ask for the best option in your category, and some that compare you with one or two rivals. Run them daily for two to three weeks so you have a baseline that is not one lucky or unlucky run.
Then read. Sort responses by score and open the lowest ten. Note whether the problem is factual (an outdated price or a missing feature), comparative (a rival described more warmly) or absent (you are not mentioned at all). Each type has a different fix. Factual errors usually trace to an old page, so you update your own content and make sure crawlers can read the new version. Comparative gaps often trace to third-party reviews and forum threads. Absence is usually a coverage problem, so you need a page that answers the question.
Finally, decide who owns the follow-up. A sentiment tool without a weekly owner turns into a chart nobody opens.