BrightEdge has published a new study that finds AI, powered search engines are becoming more involved in assessing brands and even shaping consumer perception. For instance, Google AI Overviews and ChatGPT reveal quite different ways of how they depict brand sentiment. The report, which draws on BrightEdge AI Catalyst knowledge, states that Google AI Overviews are 44% more inclined than ChatGPT to show negative brand sentiment in general. Such negativity is usually the result of brand issues like lawsuits, product recalls, or regulatory intakes. On the other hand, ChatGPT limits the reasons for negative sentiment right around the moment of purchase.
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It is 13 times more likely than Google to show negative sentiment in the consideration, to, purchase phase. While negative sentiment rates remain relatively low—about 2.3% for Google and 1.6% for ChatGPT—the scale of billions of queries means millions of brand-negative exposures occur each month. The research also found that both engines criticize different brands 73% of the time due to differences in data sources, with Google relying more on news content and ChatGPT drawing heavily from product reviews, forums, and social discussions. “For better or worse, AI is your brand’s new editorialist,” said Jim Yu. Each engine characterizes your brand differently, and CMOs must treat them as distinct, dynamic environments.”
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