We had a real problem. AI helped us fix it.

A lot of people talk about where to use AI to create real business value. We had a simpler starting point. We had a real problem.

Two colleagues walking and talking along a waterfront promenade. — MBI is not a solution looking for a problem. It came from a problem we faced every day. We spent time understanding how we would actually want to solve it, what good looked like, and what would create real value. Then we built it. And once it worked for us, we productized it.

We knew that staying on top of customers, competitors, partners and the market mattered. A customer announces a new strategy. A competitor changes pricing. A regulation changes. A supplier gets acquired. A new technology suddenly becomes relevant.

Any one of these things can create an opportunity. Or a problem.

Theoretically, we were monitoring all of this. In reality, not so much.

Someone checked a few websites. Someone followed the right people on LinkedIn. Someone read an industry newsletter. Sales heard something from a customer. Product picked something up at a conference. And sometimes nobody looked at all.

That left us with two problems. When we did monitor the market, we spent a lot of time finding, reading and filtering information that turned out not to matter. When we didn't, we risked being blindsided by something that did.

So we got AI to help us. Not by asking it to "research the market." We gave it context.

Who are our customers? Who are our competitors? What products do we sell? What technologies matter to us? Which markets are important? What kinds of changes could actually affect our business?

Then we let AI do something humans are not particularly good at doing every day: continuously look across a large amount of information and decide what has changed and what might matter.

The result is market information tailored specifically to us. Not 50 articles. Not another generic industry newsletter. A small number of things we should actually know about, why they matter, what changed since last time, and where we may need to act.

That helps us improve product decisions, prepare better for customer conversations, identify opportunities earlier and understand changes in our competitive position.

And it saves time. At least theoretically.

Because the bigger saving comes from something else: we actually do the work now. Market monitoring no longer depends on somebody remembering to spend two hours researching competitors on a Friday afternoon.

AI doesn't replace the decision. It makes sure we have the information to make one.

For us, that is what creating value with AI looks like. We built Market & Business Intelligence because we needed it ourselves.