Monitor competitors and markets with AI, around the decisions you need to make.
AI can read more sources than your team ever could and flag what changed. Set monitoring up around the decisions in front of you, so you can judge what matters to your business.
SOON connects your business knowledge, continuous market research and next moves: Know, See, Move.
What AI monitoring does well
- Reads thousands of sources continuously, without fatigue.
- Spots changes as they appear: new pricing, product launches, hiring, partnerships, filings and funding.
- Summarises across languages and formats, so your team reads the change rather than the whole article.
- Groups related changes, so you see a pattern forming rather than a pile of alerts.
- Drafts the first version of a brief, so your experts spend their time on judgement.
What it cannot do for you
- Know your strategy. Without your priorities and guardrails, it cannot tell a threat from noise.
- Guarantee that every summary is right. Treat each summary as a lead, and open the source before you act on it.
- See what is not published: private conversations, unannounced deals and internal plans.
- Make the decision. It can show you the evidence and the options. The call is yours.
Set it up around decisions
Name the decision.
Start from a choice you must make, such as whether to enter a market, reprice a product or back a thesis.
Turn it into questions.
Write the two or three questions that would change your mind. Each one becomes something to watch.
Choose what to watch.
Competitors, and also customers, suppliers, regulators, technology and capital flows. Most surprises come from outside your competitor list.
Set the cadence.
Match how often you review to how fast the decision moves. Weekly suits most strategic questions; a live deal may need daily.
Review and feed back.
Mark what mattered and what did not, record what you decided, and refine the questions.
Where competitive intelligence tools fit
Competitive intelligence tools are purpose-built for sales and product marketing. Strategic intelligence covers the wider market and connects it to your strategy.
| What matters | Competitive intelligence tools (Crayon, Klue, Kompyte) | SOON |
|---|---|---|
| Main users | Product marketing and sales teams. | Leaders, strategists, investors and agency teams. |
| What they watch | Named competitors: websites, pricing, messaging and reviews. | Each market question you set, including competitors, customers, technology and regulation. |
| Starting point | Your competitor list. | Your Brain: your strategy, priorities and guardrails. |
| Main output | Battlecards, win-loss insight and competitor alerts. | Signals, trends, opportunities, threats and next moves you can assess. |
| Inside AI assistants | Crayon (since September 2025) and Klue (since December 2025) offer MCP servers. | MCP connector for Claude, ChatGPT, Microsoft Copilot, Cursor and Codex. |
If your sales team needs battlecards, a competitive intelligence tool is the right first purchase. Read the competitive battlecards guide to build cards your team will use.
How SOON does it
- Know
- Your strategy, priorities, expertise and guardrails go into a Brain your team shares. Monitoring starts from it, so SOON looks for what matters to your business.
- See
- Each market question becomes a research context that runs on a schedule. Sources become signals, signals connect into trends, and competitors are tracked alongside. Each signal shows its source and the date it was seen.
- Move
- Trends are weighed against your strategy as opportunities and threats, then turned into next moves you can assess, brief and share.
- Review
- Record what you decided and what followed, so the next round of monitoring starts from what you learned.
- Ask from your assistant
- Connect SOON to Claude or ChatGPT and ask what changed this week, in the assistant you already use. How it works
Common questions
Can AI monitor my competitors automatically?
Yes. AI can watch competitors' websites, announcements, hiring, filings and coverage continuously and flag changes. It works best when it knows your strategy, so it can separate what matters from noise.
What is the difference between competitor monitoring and market monitoring?
Competitor monitoring tracks named rivals. Market monitoring also covers customers, suppliers, regulation, technology and capital, where many of the biggest changes start.
How often should competitor monitoring run?
Match it to the decision. Weekly review suits most strategic questions. A live deal, launch or crisis may need daily updates.
How do I stop AI monitoring from becoming noise?
Start from decisions, not keywords. Give the tool your strategy and the questions that would change your mind, review what it finds on a set cadence, and tell it what mattered.
Is AI competitor monitoring accurate?
AI summaries can be wrong, so check the source before you act. In SOON, each signal shows its source and the date it was seen, so you can inspect the evidence behind it.
Do I need a competitive intelligence tool and SOON?
If your sales team needs battlecards and win-loss analysis, a competitive intelligence tool is purpose-built for that. SOON serves the wider strategic decision: what is changing in your market and what you should do about it.