Social listening and sentiment
A use case in Marketing and advertising, seen as a chain of named AI tasks.
What it is. Social listening and sentiment is an AI use case in Marketing and advertising. Its input is text, and underneath it is a short chain of named tasks: it reads the sentiment, then summarises it. That makes it generative AI: a large pre-trained model produces new content from a prompt, flexible but able to be fluent and wrong.
How you tell it is working. Each task is measured, and fails, differently. The weakest step sets the ceiling for the whole chain, so concentrate testing there.
- Read sentiment (language): how often it reads the mood correctly.
- Summarise (language): whether it keeps the key points and a person finds it faithful. Watch: omission and invented facts.
How much it decides. As drawn, it sits at the generative level: drafts or answers in plain language; you decide. The same use case can be built with more or less autonomy, and more autonomy means more reach and more to check.
Judging the materiality. This page does not assign a risk tier. How material it is depends on your deployment: who it affects, whether a person genuinely re-decides or only approves, whether the action can be reversed, and your regulatory and fairness exposure. Rate it on impact, complexity and reliance as the AIRG expects, and let the controls follow. See use-case risk and materiality.
Related: the interactive AI use-case explorer, AI use cases by industry, and the AI risks taxonomy.