This track dives into the evolving role of artificial intelligence in market and competitive intelligence, from automation and insight generation to data integration and validation. As organizations increasingly rely on AI tools to process, summarize, and forecast, the question of trust becomes central. We will explore how AI affects the reliability of insights, how data quality standards must evolve, and what technical capabilities are needed to integrate and verify data across platforms. Participants will leave with actionable strategies to evaluate tools, maintain data integrity, and combine machine intelligence with human judgment.