Why AI Speeds Up the Competitive Intelligence Game, but it’s never game over

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Why AI Speeds Up the Competitive Intelligence Game, but it’s never game over

In today’s changing business world, it’s not about keeping up; it’s about speeding ahead. We’re talking about a swift pace that rivals the intensity of Formula One racing. Artificial intelligence (AI) is at the forefront of this high-speed chase. It’s not only transforming the competitive intelligence game; it’s completely redesigning the race track itself.

Council for Competitive Intelligence Fellows webinar

While writing this article, we also attended a Council for Competitive Intelligence Fellows webinar. The webinar discussed AI’s increasing influence on competitive intelligence and provided a rich forum for exploring AI’s many implications. Cynthia Cheng Correia, Craig McHenry, and August Jackson, whom we have a lot of time for, added layers of depth and expertise to the conversation. We agreed with most, if not all, their thoughts about AI in competitive intelligence. Some of their key thoughts enhance this article. 

Here’s the straightforward truth

If you still think AI is the death knell for competitive intelligence and plan to stick with your old methods, you’re not just mistaken—you’re lagging. Watch your competitors speed past you. Understanding that AI isn’t a destructive force in competitive intelligence is crucial. It’s a powerful enhancer of your competitive strategies.

It’s more complex than deploying ChatGPT or Claud to gather lots of information, and that approach could be more effective. Will it change in the future? Unlikely. Even if it does, verifying and authenticating it is the real challenge. However, blending traditional and new competitive intelligence skills is more crucial than ever. Key skills include seeking information, posing relevant questions, and employing competitive intelligence techniques to confirm, analyse, and validate sources. These remain the bedrock of effective competitive intelligence.

Utilising validation to fill knowledge gaps guarantees the integrity of our analyses. We must audit our work as we do now. Ensure our conclusions are meaningful and accurate while avoiding misinterpretation. We speed up our processes and enhance our capabilities through careful, segmented analysis. From creativity, hypothesis formation, and even doing a good old SWOT analysis. Competitive intelligence practitioners must evolve from observers to skilled users and contributors. The passive approach was ineffective, even in the so-called “stone age” of 2022 :-). So now it stands no chance.

The role of competitive intelligence includes informing, refining, and testing these AI models. AI doesn’t just save time; it kickstarts our thought processes. Crucially, the human intelligence aspect of competitive intelligence becomes more important. The increasing reliance on AI and engaging the right people in the right conversations brings deeper insights. This human-driven insight becomes very valuable as the world leans more toward AI. And it will be often overlooked.

Here’s a stark reality 

You need to leverage advantage if you’re not a lever to avoid being in your market analysis. AI can sift through massive data sets, uncover hidden patterns, and accurately predict market trends. So, what should be your strategy? It involves a three-pronged approach:

Question Everything 

In the AI era, no question is bad. Your curiosity is your guiding light. To help identify emerging market trends, shifts in consumer behaviour, or technological advancements.

Pursue Knowledge

AI is your mining tool in this information gold rush. Dig deep, and then dig deeper. The more you understand your market and competitors, the better you anticipate their moves.

Embrace Adaptability

This is more than a catchy phrase – it’s a necessity for survival. In an AI-transformed world, adaptability isn’t just a skill; it’s a lifeline. Integrate AI into your strategies and become a master of market dynamics.

Ignoring this is tantamount to accepting obsolescence. AI is reshaping the frontier of competitive intelligence, but never use it as a crutch. And avoid using AI without thinking. If we do, we spend time making decisions based on wrong information—or information your competitors also have access to—making competitive intelligence a pointless exercise.

Why AI Speeds Up the Competitive Intelligence Game

It’s time to accelerate your engines and embrace this new era. Don’t just ride the wave of change; master it. Welcome to the future of market analysis, supercharged by AI. Buckle up; it’s going to be an interesting journey!

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Competitive intelligence is the finding & critical analysis of information to make sense of what’s happening & why. Predict what’s going to happen & give the options to control the outcome. The insight to create more certainty & competitive advantage.

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