This has been driving me nuts lately.

One of my responsibilities is maintaining competitor battlecards and comparison sheets. I track around 20 competitors, and it feels like the moment I finish updating everything, someone changes their pricing, launches a feature, renames something, or quietly updates their website.

Most of our process is still manual. A lot of spreadsheets, checking pricing pages, release notes, help docs, and trying not to miss anything important.

I tried using AI to automate parts of it, but the results haven’t been reliable enough to trust.

I’m wondering if this is just how everyone does it, or if I’m missing a better approach.

If you’re in product marketing or competitive intelligence, what’s your workflow like? Has your team found something that actually saves time, or is everyone just living with spreadsheets?

So we have ai now, great. But is anyone finding the way to stand out is using real human led creatives? It seems increasingly rare, but equally we can all spot ai a mile away now so looks super low effort.

It's like how Jurassic park looked so realistic when it was new, but now we are much better at spotting CGI etc.