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A narrative is a single recurring story AI tells about your brand, pulled from real responses: “praised for ease of use”, “seen as expensive for small teams”. A theme groups related narratives under a shared topic, such as Pricing or Customer Support. Themes give you the headlines; narratives give you the detail.

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The Themes Tab

Each theme is shown as a card with: Search to find a specific theme, or sort by % of responses, Narrative count, or Most negative to surface problems first.

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Theme Detail

Click a theme to open it. The header charts daily mentions by sentiment and summarises the key numbers for the period. Below it, three tabs:
  • Overview - the narratives within the theme and how they moved, the sentiment split per AI model (useful when one platform frames a topic differently to the rest), the most cited sources, and when the theme was first and last seen
  • Responses - the AI responses behind the theme, with the relevant excerpts
  • Sources - the web pages cited in those responses

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The Narratives Tab

The narrative explorer lists every narrative with filters down the side:
  • Search - find narratives by wording
  • Sentiment - positive or negative
  • Momentum - filter by how narratives are moving (see below)
  • Themes - limit to one or more themes
Sort by % of responses, Largest movement, Latest, or Most negative, and switch between card and compact views.

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Momentum

Every narrative carries a momentum badge comparing the selected period to the previous one:
Momentum measures movement, not sentiment. A surging narrative can be praise or a growing problem, so check its sentiment too.

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Narrative Detail

Click a narrative to see the full picture:
  • Model Agreement - how often each AI model stated this narrative. Broad agreement means the story is embedded across platforms, not a one-off
  • Related narratives - other stories from the same theme
  • Responses - every response linked to the narrative, with the extracted excerpt
  • Sources - the pages cited in the responses where the narrative appeared. They aren’t tied to the narrative itself, but they show what AI was drawing on in the same answers
  • Lifecycle - when the narrative was first and last seen

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Export

Click Export on the Themes or Narratives tab for an Excel download matching your current filters. Theme and narrative detail pages also export their responses and sources.

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What to Look For

  • Negative narratives with high % of responses - these shape buyer perception the most, address them first
  • Broad model agreement on inaccuracies - if every platform repeats the same wrong claim, correct it at the source
  • Sources around negative narratives - the pages cited alongside them often point to where PR or content effort will pay off