The competition inside higher education institutions, namely universities, is tightening, putting emphasize on competitive intelligence (CI) function. At the same time, communication has shifted to digital channels, this trend was largely influenced by Corona virus pandemic. This presents a challenge for university reputation measurement and ranking, while the electronic word to mouth (E-wom) is more challenging to measure, control or influence than the issues measured in traditional university rankings. While traditional metrics are based on measuring academic reputation via surveys and gathering data from research organisations, this paper presents a way to include AI, namely chatGPT and big-data based media-analytics with social media sentiment to aid analysing the reputation of a University. Results based on Finnish universities indicate, that differences between media visibility and sentiment exist, and can be to some extent utilized in rating universities in local level and also generalize to global level, finally targeting to URS (University reputation score) -index. Due to complexity of measuring the reputation of the university strictly via AI and automated opinion mining, several limitations exist. The context of Finnish universities were chosen in order to limit the scope of the analysis.