How are you using AI for competitive research and battlecard updates?

I’m curious how others are using AI to support competitive research. Keeping battlecards up to date is especially time-consuming — would love to hear what tools or workflows have worked well for your team.

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2 Answers

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Divya Mulanjur

Bloomreach VP, Product Marketing • 11mo

Great question! We're constantly testing out AI tools now. I apply a “consequential AI” lens: any tool must make Product Marketing faster, better, or more holistic. When it hits all three, we lean in. Here are some areas where we're using or testing AI (some of these are still experimental): Comp intel monitoring: Tools like Visualping track competitor sites, pricing pages, and shifts to competitive positioning. Exactly what you need to update battle cards. Call analysis: We use a combination of ...Read More

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Anna Startseva

ServiceNow Product Marketing Lead | Formerly Freshworks, ServiceMax • 4mo

Hello! Here is how I'm using AI for competitive research & updates. I've set up a Skill in Claude to run periodic competitive updates from public information. Eventually, I'd love for AI to publish new updates directly to sales channels. My system is not perfect yet, but it saves me a ton of research and analysis time already. What helps most: feeding your AI (I use Claude Ent) with your base messaging, positioning, competitive documentation, and examples of outputs you'd like. Items I inclu ...Read More

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