"Marketers no longer struggle to find data - they struggle to make sense of it. The panelists agreed that AI's real value isn't in collecting more, but in uncovering better insights faster and more efficiently."
""It's great for seeing how competitors are positioned in the market," she said. "But I always verify the sources. I never rely on AI alone.""
""Don't forget the data you already have," he added. "Before you chase new inputs, dig into your CRM, your customer calls, your social feedback - it's all right there.""
""It's like having a million-person focus group that doesn't need snacks," he joked."
Marketers face abundant data but difficulty understanding it, so AI is being used to surface clearer, faster insights rather than gather more raw inputs. Practitioners use LLMs for quick competitor scans and directional analysis while verifying sources and treating AI as a guide to deeper research. A two-tiered approach pairs broad passes in GPT or Copilot with niche tools like Speak AI and YouScan for deeper dives. Teams also mine existing CRM records, calls, and social feedback before chasing new data. LLMs can simulate audience testing by role-playing personas to evaluate messaging at scale.
Read at MarTech
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