The Demographics

67 community members in competitive intel, product marketing, and GTM contributed to the research. Their roles were:


AI adoption is happening

More than three out of four respondents said that they’ve already used AI in their role for competitive intel tasks.


People want to speed up their output

Almost 70% of respondents said they’re using AI for writing and formatting competitive intel.


…but , AI isn’t being used in one key area

Only 7% of respondents shared that they’ve used AI to help distribute intel.


People are ready to embrace AI

Under 5% of respondents are opposed to using AI in their role in 2024.


However, AI hallucinations are a major red flag

Over eight out of ten respondents said that their biggest skepticism with AI was inaccuracy.


AI isn’t here to replace us!

Under 10% of respondents said they were concerned with AI replacing their role. However, one in three said they were skeptical with legal and privacy concerns.

Five thoughts

from the community:

It will save time so product marketing can focus on the messaging, distribution, and enablement of competitive insights.

AI will replace data collection and summary from a marketing perspective. There is a long way for it to replace product and positioning knowledge and capabilities… the CI mastery will still require us to be part of accumulating, analyzing and training sales

I’ve only been able to do small tests at this point as every proposed AI-related use case must be approved by our AI governance group. Others are in a similar situation… there will be an eagerness to use it, but there will be cautions that must be navigated related to privacy, protection of IP, and needs for human-in-the-loop.

I predict the biggest use case for AI for compete pros/product marketers will be to help us improve the written insights we share out in our companies.

I think some more complex and advanced use cases will emerge beyond just data 
collection & summarization.

An AI prompt
Battlecard Template

See the context

“Imagine you’re VP of Competitive Enablement for [Company]. Your job is to identify strengths and weaknesses of your competitors to enable your sales team with competitive intel that helps them win more deals. To do so, you always consider where [Company] has strengths or weaknesses against the competitor depending on the intel I give you. Then, you think about the best sales tactics that leverage [Company] strengths, and redirect away from their weaknesses.

Today I am going to ask you questions and feed you intel about [Competitor], and I want you to use all intel that I give you in coming up with your answers. When you’re ready, type ’ready’.”


“For this next exercise, I am going to give you a single weakness about the competitor, or a strength of ours, both of which tie directly into a reason we win against the competitor.

For the intel I give you, please format your answer as the following:

  • A summary line (max 13 words) (write is as an we do this vs. they do that)
  • What to know: 1-2 sentences about context of the win reason. Format the answer as multiple bullet points. Give each bullet a bolded summary line at the front of the bullet followed by a : that highlight what the win point is about.
  • Why It Matters: Why this matters to prospects. Format the answer as multiple bullet points. Give each bullet a bolded summary line at the front of the bullet followed by a : that highlight why this win point would matter to prospects.
  • What to do: A unique, max 50 word talk track that follows the following format:
  1. Praise the competitor for an area where they excel
  2. Suggest where we’re stronger and they’re weaker,
  3. Ask an open ended question that continues the conversation and plays into our strength.

More wins. Less time.

Learn how to speed up your analysis and delivery of trusted competitive insights, with Klue AI by your side. |