In today’s hyper-competitive and unpredictable global economy, decision-makers face a new reality: traditional market research tools alone are no longer enough. Business leaders must now navigate geopolitical instability, evolving consumer demands, and rapid technological disruptions—often all at once.
In BCC Research’s recent AI Strategy Webinar, experts from across the industry gathered to explore how AI is reshaping competitive strategy, analyst workflows, and global risk planning.
The webinar was hosted by Ryan Brothwell (Director of Marketing at BCC Research) and featured Greg Johnson (Associate Director of Consulting at BCC Research) and Alex Chausovsky (Director of Analytics & Consulting at Bundy Group) in a deep-dive discussion into the role of AI in creating and sustaining competitive advantage.
Throughout the webinar, a recurring theme emerged: AI is not just another technological tool - it is a strategic imperative.
As Ryan discussed, many organizations fall into the trap of deploying AI in isolated use cases or tactical implementations. However, the real power of AI lies in how it reshapes how organizations think, decide, and respond.
Think of AI as a force multiplier. It enables faster analysis, deeper insights, and better forecasting, but only when it’s integrated into the strategic fabric of the organization.
For example, by embedding AI into market research functions, companies can quickly detect shifts in sentiment, emerging competitors, or changes in customer needs. These aren’t just “nice to know” insights; they are crucial signals that can influence product roadmaps, marketing campaigns, and investment decisions.
Organizations that treat AI as a siloed capability risk falling behind. The webinar emphasized that the companies most likely to succeed are those that view AI as a board-level conversation - not just an IT initiative.
AI isn't here to replace analysts - it’s here to amplify them. One of the key discussions during the webinar was how AI can transform the way analysts work by streamlining repetitive tasks, enhancing discovery, and reducing time to insight.
For example, instead of manually scanning thousands of documents, analysts can use generative AI to summarize trends, highlight anomalies, or even suggest new lines of inquiry. This allows researchers to focus on strategic thinking, storytelling, and synthesis - areas where human judgment is still irreplaceable.
BCC’s sentiment index, for instance, leverages AI to surface and structure market signals across industries. It’s not replacing the human analyst; it’s giving them a smarter starting point. The result? Faster reports, more agile client deliverables, and a greater ability to act on market shifts in real time.
In today’s interconnected world, macro risks like war, inflation, and supply chain disruptions can rapidly impact local business decisions. Alex highlighted how many executives are now asking: “How can I connect geopolitical analysis to everyday decision-making?”
AI can help bridge that gap. By connecting large datasets - from economic indicators to social sentiment - AI can detect early warning signals that human analysts might miss. Imagine a tool that flags rising tensions in a region weeks before the news cycle catches up, allowing a company to preemptively shift suppliers or reroute shipments.
The key, however, is to connect this geopolitical intelligence to real business workflows. It’s not enough to know something is happening - you have to connect it to your product mix, pricing strategy, or client outreach. That’s the frontier AI is enabling.
At the heart of BCC’s vision is the new MCP (Model Context Protocol) tool. This isn’t just a tool - it’s a full ecosystem for understanding market position, modeling scenarios, and aligning teams with BCC’s trusted data behind it.
The MCP approach combines structured market research with the company's own AI-driven insights and analyst input. It’s built for agility, designed to support cross-functional decisions, and reflects a shift away from static reporting toward dynamic planning.
Webinar attendees got a sneak peek into how this tool supports real-time collaboration between sales, marketing, product, and leadership teams. Imagine being able to quickly update your forecast based on AI-driven sentiment changes - or simulate how a new competitor might affect your share of market. That’s the promise of MCP.
There’s no shortage of AI hype. But as Alex noted in the webinar, it’s time to move past gimmicks and toward value. This means investing in AI that’s explainable, usable, and strategically aligned.
Many companies still experiment with AI in isolation, building a chatbot here or generating content there. But this fragmented approach often leads to disconnected experiences and inconsistent results.
Instead, leaders should focus on the business questions they’re trying to solve. Do they need to understand market trends faster? Equip their sales teams with better insights? Build a pricing model that reacts to real-time changes? These are the questions that matter, and the ones that AI is now powerful enough to answer, when used well.
The market has changed. Stakeholders now expect faster insights, greater precision, and more relevance. BCC Research is meeting that challenge by combining decades of industry knowledge with the latest in AI-driven strategy.
For research teams, it’s time to evolve. For executives, it’s time to ask better questions. And for everyone, it’s time to see AI not as a threat—but as a tool for building a smarter, more resilient organization.
To watch the full webinar or explore BCC’s MCP platform, visit BCC Research
*This blog was adapted from BCC’s October 2025 webinar on AI Strategy & Competitive Planning.*