AI market intelligence is revolutionising how organisations track competitor and market activity.<\/b><\/p>\n
\u00a0<\/span><\/p>\n In this article, we’ll look at the current role of AI in market intelligence. We’ll discuss what it’s enabling organisations to do and achieve. We’ll also look at the future of market intelligence in light of OpenAI’s<\/span> Five Stages of AI<\/span><\/a>.<\/span><\/p>\n \u00a0<\/span><\/p>\n AI market intelligence is the use of AI technologies to gather, analyse and interpret data about the market. That includes competitor and client activity as well as changes to industry regulations.<\/span><\/p>\n \u00a0<\/span><\/p>\n Tracking the market had once been a manual process. Sometimes the remit of the most junior member of a marketing team. Key insights were often missed due to the scale of the requirement and their lack of experience. But it ticked a box and ensured some activity was being logged.<\/span><\/p>\n \u00a0<\/span><\/p>\n Larger organisations defaulted to consultants or contractors. While they had more time and experience, there was a limit to what they could track as individuals. Costs could easily soar too, particularly during times of intense competition.<\/span><\/p>\n \u00a0<\/span><\/p>\n Another common\u2014and still popular\u2014approach is the periodic state-of-the-market report. These reports are packed with a wealth of insights and trends based on in-depth research. Where they fall short compared to AI powered intelligence is the lack of immediacy. Insights are accurate at the time of research or publishing. But given the speed of market and competitor changes, they can soon lose their usefulness.<\/span><\/p>\n \u00a0<\/span><\/p>\n AI has changed the game. The tracking process is now fully automated. Organisations can set parameters, click a button and receive a flow of market data. They can track everything important that happens in their market.<\/span><\/p>\n \u00a0<\/span><\/p>\n It’s important to note that raw data is not intelligence. It needs some form of analysis to produce useful conclusions.<\/span><\/p>\n \u00a0<\/span><\/p>\n The approach to that depends on the tools the organisation uses, plus how they’re set up to manage the incoming data.<\/span><\/p>\n \u00a0<\/span><\/p>\n Some AI market intelligence tools provide data in its raw form. They automate the tracking process and make everything gathered available via a dashboard. There may be some curation and filtering of the data, but, on the whole, this is down to the organisation.<\/span><\/p>\n \u00a0<\/span><\/p>\n While the pricing may be lower for this type of platform, there is a reason. This puts the burden of analysis entirely on the organisation. They may need to build an insights team at a considerable cost. This is one of the reasons organisations lose faith in the process or platform.<\/span><\/p>\n \u00a0<\/span><\/p>\n Other platforms offer curation and analysis as part of the solution. This can involve analysis by the platform’s market experts or by incorporating AI and machine learning. As well as making tracking faster, it speeds up analysis. So organisations get access to relevant and timely intelligence.<\/span><\/p>\n \u00a0<\/span><\/p>\n There are different ways for organisations to access their intelligence (or data):<\/span><\/p>\n <\/p>\n This presents all data in one place, often in the form of bite-size informational tiles. Each tile is sortable and filterable, making it easier and faster for a user to find what they’re looking for. Dashboards get customised based on specific organisation goals. Permissions allow different stakeholders to access relevant insights.<\/span><\/p>\n <\/p>\n The platform sends alerts to relevant stakeholders across the organisation. The person managing the account can send the alerts manually. Or they can automate the process based on how intelligence has been tagged. Alerts provide a fast way to disseminate key insights to the right people.<\/span>\u00a0<\/b><\/p>\n <\/p>\n Most AI market intelligence solutions offer some form of reporting. This can involve human analysis by market experts and\/or AI analysis. Organisations receive reports periodically but more often than the traditional state-of-the-market reports mentioned above.<\/span>\u00a0<\/b><\/p>\n <\/p>\n One of the latest innovations in AI market intelligence is the ability to ask natural language queries. NLQs produce immediate answers, like ChatGPT and other AI tools. The data held by the platform forms the basis for the answers, giving users the specific intel they need.<\/span><\/p>\n <\/p>\n \u00a0<\/span><\/p>\n AI can be applied to different areas of market intelligence, helping businesses gain insights into competitors, clients, and regulatory changes. Here are the key types:<\/span><\/p>\n Competitor intelligence<\/span><\/a> involves using AI to monitor your competitors’ activities, including product launches, pricing strategies, marketing campaigns, and overall positioning in the market. AI tools collect and process vast amounts of data, from social media mentions to news articles and online reviews, providing a real-time view of what your competitors are doing.<\/span><\/p>\n For example, a tech company might use AI-driven competitor intelligence tools to track a rival\u2019s new product releases. By analysing competitor social media and customer feedback, they can identify the strengths and weaknesses of the new product and adjust their strategy accordingly.<\/span><\/p>\n\u00a0<\/b><\/h2>\n
What Is AI Market Intelligence?<\/b><\/h2>\n
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Turning Data Into Market Intelligence<\/b><\/h2>\n
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Accessing AI Market Intelligence<\/b><\/h2>\n
Dashboard<\/b><\/h3>\n
Alerts<\/b><\/h3>\n
Reports<\/b><\/h3>\n
Natural Language Queries (NLQ)<\/b><\/h3>\n
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Types of AI Market Intelligence<\/b><\/h2>\n
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1. Competitor Intelligence<\/b><\/h3>\n
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2. Client Intelligence<\/b><\/h3>\n