Measuring Brand Sentiment using Generative AI

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Gen AI is a powerful tool with many uses throughout industries. But can it accurately measure a brand's connection to emotional words like premium, strong, or affordable?

Implicit Association Tests (IAT) are useful to market researchers because they reveal how well a brand connects to these emotions on a gut level. However, it takes time and money to perform speeded IAT tests, so we want to see if AI can measure brand sentiment accurately.

We use 4 US Harris client studies run in 2022 and 2023 as our baseline. Blinded results of these studies function as our source of truth to see if large language models can accurately measure brand sentiment.

After establishing a baseline, we ask gen AI to score the companies using the -100 to 100 scoring scale, and to rank the companies against each other.

We found that:
• Gen AI does well at ranking more well-known companies
• Gen AI models are decent at ranking companies relative to each other
• AI overpredicts the brands' emotional connections

Attendees should come away with:
• Understanding of IAT/speeded response scores and how gen AI works
• Ability to identify where gen AI can more accurately measure associations

Artificial Intelligence (AI)

Generative AI

Implicit Association Test (IAT)

IAT score

brand sentiment

speeded response 

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