Best Practice: CI/MI Research Using ChatGPT, Copilot, Gemini and other AI Tools – a How To Guide

Since November 2022, when ChatGPT burst onto the scene there have been multiple enhancements both from OpenAI (ChatGPT’s developer) and competitors. However, the question arises: Can these tools be effectively used to perform a complete Competitive Intelligence/Market Intelligence (CI/MI) project? Or are they rendered somewhat ineffective due to their inherent limitations and deficiencies?


To answer this, the ICI Research team led by Arthur Weiss has used LMMs for a small-scale CI research project.

The objective was to determine the effectiveness of these tools in real-world applications.

The Use Case:

  • Providing a product comparison for mobile battery or USB-powered medical fridges designed for insulin pens and similar used by consumers
  • Writing an executive summary on key competitors, highlighting their strengths and weaknesses.

Arthur Weiss, a renowned expert in CI/MI Research, used various LMMs to test if these tools could outperform traditional CI/MI best practices. This presentation will share the insights and findings.


We invite all CI/MI practitioners, whether you’re new to AI, just starting out, or an expert, to participate in our AI Challenge.

Seize this opportunity to solve our use case, share experiences with peers, and enhance your AI skills. The winners will be announced at the conference, and Arthur will incorporate the best examples and concepts into his presentation.


This presentation will serve as a comprehensive guide to best practices, suitable for beginners to experts.

Key Takeaways

  • An overview of current LMMs and how to use them.
  • Dos and don’ts when using LMMs for CI/MI Research.
  • Tips and best practices for using LMMs in CI/MI Research.


Arthur Weiss  Managing Director, Aware, Faculty ICI,
Arthur Weiss Managing Director, Aware, Faculty ICI,


Arthur Weiss

Managing Director, Aware,
Faculty ICI,


United Kingdom 

Best Practice Lesson: How to Use AI LMMs (e.g. ChatGPT, Copilot) for CI/MI Research