B2B SaaS marketers are now more likely to use general-purpose AI tools like ChatGPT rather than dedicated tools to get competitive intelligence, according to recent research from Wynter.
The report was based on data from a survey conducted in April 2026 among 101 product marketing managers (PMMs) who work for B2B SaaS companies.
Some 21% of respondents say they now use general LLMs like ChatGPT and Claude to get competitive intelligence (CI), compared with 14% who use dedicated CI tools.
Sales calls are the top source of competitive intelligence for PMMs.
Respondents say dedicated CI tools are most helpful for aggregation and monitoring. They say the biggest failure of dedicated CI tools is that they can be replaced by general-purpose AI platforms.
Some 52% of respondents say product marketing managers at their firm are responsible for CI, but that it is just one responsibility among many.
Only 21% of respondents say their firm has a dedicated CI person/team.
Some 37% of respondents say their firm's sales team mostly ignores the competitive intelligence they provide.
About the research: The report was based on data from a survey conducted in April 2026 among 101 product marketing managers (PMMs) who work for B2B SaaS companies.
