Sentiment analysis is a branch of Natural Language Processing (NLP) that focuses on identifying and categorizing opinions expressed in text. It automates the process of determining whether a piece of text conveys a positive, negative, or neutral sentiment towards a specific topic or product. By leveraging various techniques, including rule-based systems and machine learning algorithms, sentiment analysis helps businesses gain insights from customer feedback, monitor brand reputation, and enhance decision-making. This technology is increasingly vital in understanding consumer behavior and improving customer experiences across various platforms, such as social media, reviews, and surveys.