---
title: Insights as a Competitive Advantage in a World of GenAI
description: John Mitchell recently presented at the Manufacturers Alliance Marketing Council Spring Meeting, shedding light on the evolving role of AI within market research.
image: https://blog.ams-insights.com/hubfs/Manufacturers%20Alliance%20Blog%20and%20LinkedIn%20Post%20-%20May%202026.png
---
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# Insights as a Competitive Advantage in a World of GenAI
When everyone has access to the same AI tools, what sets you apart from the competition? AI-driven competitive advantage comes down to asking the right questions, not just automating tasks.
[John Mitchell](https://ams-insights.com/our-consultants/john-mitchell/), President and Managing Principal at Applied Marketing Science (AMS), recently presented at the Manufacturers Alliance Marketing Council Spring Meeting, shedding light on the evolving role of AI within market research and customer insights.
Manufacturers Alliance is the leading executive development and insights organization for manufacturing leaders. In his presentation, John discussed that in a world where generative AI tools are widely accessible, true competitive advantage does not come from technology alone but from unique, high-quality insight grounded in research. He highlighted how AI can add value in B2B industries, while emphasizing where human judgment remains essential, and offered practical ways to stay ahead of competitors.
Over the past 35 years, leading B2B organizations have partnered with AMS to deepen their customer understanding and power smarter, faster innovation and growth.
Wherever you are on your customer insight journey, bring our experts your toughest questions and let us help you find the answers that move your business forward. If you’re a part of a B2B organization, explore our dedicated webpage or connect directly with [John](mailto:jmitchell@ams-inc.com).
[](https://cta-redirect.hubspot.com/cta/redirect/2773158/7f55b0ff-b252-4b46-8037-5bda84c04823)
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