AI Productivity & Management I AI-Powered CEO X Factor Series I Chapter 2 Competitive Intelligence with Generative AI for CEOs
Laurence Yap
HR, Learning and AI I Global and Regional Exp I Cofounder of HRLC & Transform Global I AI for Corporate Advocator I HR Influencers (SEA) 2023 & 2024
AI Productivity & Management I AI-Powered CEO X Factor Series I Chapter 2 Competitive Intelligence with Generative AI for CEOs
Chapter 2: Competitive Intelligence with Generative AI for CEOs
Making strategic decisions requires a deep understanding of competitors. How can generative AI ethically augment your competitive intelligence and analysis? This chapter provides guidance and examples.
Overview
Competitor Profiling with AI
Market Analysis Automation
Predicting Strategic Moves
Voice of Customer Insights
Introduction
It is paramount for CEOs to have continuous insights into competitor strategies, weaknesses, and next moves. Generative AI vastly expands the realm of possibility for compiling actionable intelligence legally and ethically.
Applied properly, AI systems can ingest vast datasets - including public information like patents, financials, webpages, and speeches - to deliver nuanced competitor profiling and predict moves faster than human teams. But without judicious oversight, over-reliance on AI could lead to blindspots, manipulation, or even unlawful espionage. Leaders must navigate carefully.
This chapter outlines prudent applications of AI-enabled competitive intelligence, along with sample prompts demonstrating responsible practices. Let us explore how generative AI can sharpen your strategic vision without compromising ethics or oversight.
1. Competitor Profiling with AI
Template 1: Provide an overview of the [leadership team, organizational structure, facilities] of [company] based on [lawful public data sources].
Example 1: Provide an overview of the leadership team and organizational structure of Acme Inc. based on lawful publicly available sources.
Output 1: Acme's CEO is Jane Smith, COO is John Chen, and CFO is Larry Page. They operate 5 divisions by product line in a traditional hierarchical structure according to public org charts.
Template 2: Summarize the [product portfolio, technologies, R&D priorities] of [company] using lawfully accessed [data sources].
Example 2: Summarize Acme Inc.’s product portfolio and R&D priorities using lawfully accessed financial reports and press releases.
Output 2: Acme focuses on smartphones, laptops and smart home devices. R&D investments center on 5G, AI assistants, and AR/VR based on public data.
Template 3: Analyze [company's] manufacturing and distribution footprint based on lawful examination of [public sources].
Example 3: Analyze Acme Inc.’s manufacturing footprint based on lawful examination of supplier presentations and news articles.
Output 3: Acme operates 6 smartphone assembly plants in China and 2 laptop factories in Malaysia according to public supplier information.
Template 4: Evaluate the corporate culture and employee sentiment of [company] based on [lawful public sources].
Example 4: Evaluate corporate culture and employee sentiment at Acme Inc. based on lawful public sources like Glassdoor and LinkedIn.
Output 4: Employees regard Acme's culture as traditional and bureaucratic but praise benefits and work-life balance based on anonymous reviews.
Template 5: Assess the financial standing, profitability, and creditworthiness of [company] based on lawful analysis of [public information sources].
Example 5: Assess Acme Inc.’s financial standing, profitability and creditworthiness based on lawful analysis of public filings and credit reports.
Output 5: Acme has an investment grade S&P credit rating of A- and EBITDA margins of 32% over the past 3 years indicating financial stability according to public financial statements.
2. Market Analysis Automation
Template 1: Identify the [size, growth rate, segments] of the [market] market based on your analysis of [lawful data sources].
Example 1: Identify the size, growth and segments in the smart speaker market based on your analysis of lawful industry reports.
Output 1: The global smart speaker market is $7B, growing at 12% annually. Key segments are standard, portable, and smart display speakers according to Consumer Reports.
Template 2: Compare the competitive landscape and market share breakdown of the [market] based on lawful examination of [public sources].
Example 2: Compare the competitive landscape and market share breakdown of the US streaming market based on lawful examination of public financials and presentations.
Output 2: Netflix has a 25% share, Amazon Prime Video 16%, and Hulu 13%. Top players are competing on original content, pricing, and bundle options publicly.
Template 3: Forecast how the [market] market will evolve in the next [timeframe] based on analysis of lawful industry data.
Example 3: Forecast how the electric vehicles market will evolve over the next 5 years based on analysis of lawful industry reports.
Output 3: EV sales are expected to triple in the next 5 years reaching 25% market share. Key drivers will be policy incentives and expanding charging infrastructure based on public projections.
Template 4: Identify potential disruptions that could impact the growth trajectory of the [market] market based on analysis of [lawful public data sources].
Example 4: Identify potential disruptions that could impact the growth of the streaming media market based on analysis of lawful publications and presentations.
Output 4: Potential disruptions include password-sharing restrictions, growth of social media video, and new decentralized distribution platforms leveraging blockchain technology publicly discussed at industry conferences.
Template 5: Assess how receptive consumers in [market] are to [innovation] based on analysis of lawful surveys and social media data.
Example 5: Assess how receptive small business owners are to using AI-powered analytics tools based on analysis of lawful surveys and social media data.
Output 5: Surveys show 60% of respondents are excited about AI analytics to improve decision-making, though 30% remain skeptical of data security based on lawful small business owner questionnaires.
3. Predicting Strategic Moves
Template 1: Forecast how [company] is likely to respond if we [launch a new product/expand to a new market] based on analysis of past behaviours.
Example 1: Forecast how Microsoft would respond if we launched a competing AI assistant device based on an analysis of past market entries by rivals.
Output 1: Microsoft has historically rapidly matched competitive AI assistant devices with promotional bundles and feature enhancements. Expect a similar fast following of core functionality.
Template 2: If we [develop new innovation], predict whether [company] is more likely to partner, acquire, mimic, or disparage us based on past responses.
Example 2: If we develop a disruptive self-driving vehicle solution, predict whether Ford is more likely to partner, acquire, mimic, or disparage us based on past autonomous vehicle competitive responses.
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Output 2: Ford has historically been inclined to acquire promising self-driving startups based on past reported bids. The acquisition is the most likely response, with mimicry second pending internal capability gaps.
Template 3: Predict how [company]’s stock price is likely to change if we announce [new product/strategy] based on historical correlations.
Example 3: Predict how Microsoft’s stock price is likely to change if we announce a competing Office suite focused on AI assistance based on historical correlations.
Output 3: Past rivalry announcements have mildly suppressed Microsoft’s stock 2-3% temporarily. Expect a similar small decline if we announce an AI Office competitor.
Template 4: Forecast the impact on our market share if [company] responds to our [new product] by [typical response] based on historical analogies.
Example 4: Forecast the impact on our search engine market share if Google responds to our new privacy-focused search engine by increasing its own privacy controls based on historical analogies.
Output 4: If Google reacts by boosting privacy controls, we may see a smaller share gain concentrated in the EU where regulations are stricter rather than a broad share shift.
Template 5: Predict whether [company] is likely to escalate pricing competition or avoid direct conflicts if we undercut their pricing by [amount] in [market] based on past behaviours.
Example 5: Predict whether Amazon is likely to escalate pricing competition or avoid it if we undercut AWS pricing against them by 10% in Canada based on past behaviours.
Output 5: Amazon has shown a 90% likelihood of aggressive pricing retaliation historically when undercut in strategic markets. Expect direct Canadian AWS price cuts rather than avoidance if we initiate cost competition.
4. Voice of Customer Insights
Template 1: Identify [number] potential new product or positioning opportunities based on analysis of lawful [data source] regarding [company].
Example 1: Identify 3 new product opportunities based on analysis of lawfully obtained customer surveys regarding Google Home.
Output 1: Opportunities include a smart display model with a camera, multi-language support, and IoT ecosystem connectivity based on authorized survey examination.
Template 2: Determine key gaps in [company's] product roadmap based on lawful analysis of [public customer conversations].
Example 2: Determine key gaps in Apple’s wearables roadmap based on lawful analysis of user community discussions.
Output 2: Customers indicate desires for longer smartwatch battery life, expanded health sensors like glucose/blood pressure, and more customizable/modular bands based on public forums.
Template 3: Discover areas of weakness and vulnerabilities for [company] versus competitors based on lawful social media commentary analysis.
Example 3: Discover areas of weakness for Uber compared to Lyft based on lawful social media commentary analysis.
Output 3: Uber lags in driver satisfaction and customer service reputation but remains ahead in rider app features and vehicle availability according to lawful Twitter examination.
Template 4: Identify [number] new feature requests for [product] based on lawful examination of online customer reviews.
Example 4: Identify 3 new feature requests for the Amazon Echo based on lawful examination of customer reviews.
Output 4: Top new feature requests are integration with home security systems, multi-room audio capabilities, and language translation according to lawful Amazon review analysis.
Template 5: Determine how [company] could improve customer satisfaction based on lawful social media and review site sentiment analysis.
Example 5: Determine how Disney+ could improve customer satisfaction based on lawful social media and review site sentiment analysis.
Output 5: Customers indicate wanting more new releases, older content library expansion, 4K streaming support, and bundling options based on lawful online commentary.
Conclusion
The opportunities for generative AI to transform competitive intelligence are tremendous - from building detailed competitor profiles to identifying market opportunities, predicting strategic moves, gaining customer insights, and more.
By taking an ethical, balanced approach, CEOs can become far more competitively agile and informed. But this must be built on a culture of responsibility, transparency, and due diligence. Honing prompts properly and applying wisdom in using AI-enabled insights will allow leaders to unlock this technology's immense potential as a strategic advantage.
Links to the other chapters
I. AI-Powered CEO
Chapter 1: The Big Picture
Chapter 2 Competitive Intelligence with Generative AI for CEOs
Chapter 3: Strategic Planning with Generative AI
Chapter 4: Enhanced Decision-Making with Generative AI
Chapter 5: Boosting Communication Effectiveness with Generative AI for CEOs
Chapter 6 on Impactful Speaking Delivery for CEOs
Chapter 7 Cultivate Innovation with Generative AI for CEOs
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