AI analysis in BrandMentions is powerful, but it is not perfect and it is not a replacement for your judgment. It is best used as a smart assistant that helps you see patterns faster, while you stay in charge of interpretation and decisions.
Key limitations of AI analysis (and how to handle them)
1. Limited deep context and real world understanding
What this means
AI is good at spotting patterns in text, but it does not truly understand:
Your brand history and internal politics
Cultural nuances and local context
Industry specific inside jokes or references
It reads mentions at the language level, not with full human context.
How to mitigate
Always combine AI insights with your own knowledge of your brand, market, and audience.
Treat AI summaries as “what seems to be happening”, then ask yourself “does this fit what I know?”.
For important decisions, always review a sample of the underlying mentions.
2. Difficulty with sarcasm, irony, and subtle humor
What this means
Sarcasm and irony are tricky for AI. For example:
“Great, another bug, just what I needed”
“Fantastic service… said no one ever”
AI may misclassify these as positive or neutral, even though the emotion is negative.
How to mitigate
If sentiment results surprise you, drill down into the mentions.
Pay special attention to highly emotional or viral posts.
Use those examples to inform your own judgment and internal reporting.
4. Possible dependence on data quality and volume
What this means
AI can only analyze what it sees. If your data is:
Very low volume (niche topics, small time window)
Poorly targeted (very broad keywords, lots of noise)
then patterns become harder to detect and less reliable.
How to mitigate
Make sure your project setup is solid: good keywords, relevant sources, correct languages.
Use filters to focus AI Analysis on the right segment of mentions.
Expect more stable insights once you have enough data over time.
How to use AI analysis safely and effectively
To get the best results:
Treat AI as a partner, not an autopilot.
Always validate important insights by checking mentions and analytics.
Use your expertise to add context, prioritize actions, and decide next steps.
AI helps you find the story in your data faster. Your experience and critical thinking make sure that story is accurate, fair, and useful for your brand.