Brand Monitoring & Sentiment Analysis

Across industries, organizations are using AI–driven sentiment analysis to turn customer feedback into measurable improvements. In hospitality, Best Western analyzed guest reviews and identify recurring issues, such as air conditioner malfunctions. The hotel chain shifted from reacting to complaints to proactively addressing problems before they affected guest satisfaction.

McDonald’s Corp. applies AI sentiment analysis across its nearly 42,000 restaurants worldwide, enabling the company to detect regional trends and respond quickly to service issues that could affect its brand reputation.

In transportation and healthcare, sentiment analytics have become essential tools for operational insight. Delta Air Lines Inc. employs AI models to process feedback from surveys, call centers, and social media. By identifying emotional patterns along the customer journey, Delta can target improvements in high-friction areas such as check- in and boarding.

Penn State Health uses sentiment analysis and social listening tools to monitor online conversations about patient experiences. Continuous monitoring helps the organization identify emerging concerns, respond in real time, and refine its communication strategy to improve public trust. Retail and consumer brands have also realized substantial returns. The Atlanta Hawks professional basketball team, for example, increased video views by 127% and increased its Facebook audience by 170% in three months using Sprout Social’s analytics platform. Nike Inc. leveraged real-time reputation tracking during its “Dream Crazy” campaign and saw online sales climb 31% after the campaign launched, showing how alignment with audience values can enhance engagement.