Competitive intelligence in an AI world: Practitioners’ thoughts on technological advances and the educational needs of their successors

Information Age trends have caused the competitive intelligence (CI) industry to flourish while changing the way CI is conducted. Universities educating CI analysts are interested in knowing what knowledge and skills are necessary for future practitioners. In 2022, Harvard Business Review addressed this topic’s relevancy, noting increases in CI departments and growing demand for analysts to sift through unconfirmed information. This study addresses the question of what skill sets are needed for future CI analysts and how do instructors prepare them for an evolving and dynamic future in CI? Over 130 CI practitioners were surveyed about recommended skills and curriculum for the next generation. Results confirmed CI’s technology evolution (e.g., faster turnarounds, greater client expectations). While tech-savvy skills are essential, soft skills consistently ranked as top requirements. Findings are applicable to other disciplines that analyze data for business strategy.