Your New CI Teammate Doesn’t Sleep or Blink

We’ve spent the last two years watching AI “generate” things.

Writing emails, summarizing calls, drafting battlecards, hallucinating customer quotes.

Useful? Sometimes.

But we’re now entering a different phase where AI doesn’t just generate. It just… does.

That shift has massive implications for Competitive Intel teams. Let’s talk about it!

Before we dive deeper:

If you’re unfamiliar with the term “agentic AI,” here’s the quick version:

• It’s not just chat-based.

• It doesn’t wait for a prompt.

• It takes goal-oriented actions across systems.

Think of it like this:

• Most AI today = “Tell me what to do.”

• Agentic AI = “I know what you want. Let me do it.”

And that’s where things get interesting for CI! Because the gap between intel collection and intel activation is really wide across most orgs. And we’re seeing agents helping close that gap.

Ok, but what can CI agents actually do?

A few examples that are a reality now:

• Monitor competitor websites, pricing pages, and exec posts then flag meaningful changes automatically (not just small, irrelevant changes)

• Summarize call insights and tie them to the right battlecard section, with suggested edits

• Scan Slack threads and email chains to find the real objections reps are hearing (not just the ones they’re reporting in your CRM)

• Route proof points to reps in the middle of a live deal

• Detect patterns in competitor mentions in call recorders and recommend deal strategy adjustments

In short: Agents don’t just collect or write. They notice, they route, and they deliver.

So what’s in the way?

Ok, I came in hot there. Let me reel it in a little. There are still a few things that need to be addressed as it relates to CI agents.

• Trust: Will Sales pay attention to an AI-generated insight? Will you?

• Accuracy: Do you want your battlecard updated by a model that’s working off of outdated competitive data?

• Ownership: Who trains the agent? PMM? RevOps? Product?

And beneath it all: What do the real, human competitive intel practitioners become when an agent handles the basics?

That’s the question.

My take

If you’re running CI, you’re probably already under-resourced. AI won’t fix that on its own, but it could give you leverage.

Not by replacing your judgment, but by buying back your time.

The best case is this:

• You stop being the human router for every “do we have anything on Competitor X” question.

• You spend less time formatting updates and more time interpreting them.

• You do fewer fire drills and more proactive work.

It’s still early, but the shape of CI is starting to shift. Now’s the time to experiment.

Stay Healthy, my friends.

💚Andy

PS: Want to see one in action?