Purpose: This study examines how artificial intelligence enabled competitive intelligence (AIECI) creates economic value for firms. Rather than treating artificial intelligence as a standalone automation tool, the paper conceptualizes it as a strategic intelligence infrastructure that strengthens how firms sense market shifts, interpret signals, and orchestrate competitive responses. Methodology/approach: The study adopts a qualitative comparative multiple case design based on recent public archival evidence. Four theoretically sampled cases Walmart, Unilever, Sprinklr, and DoubleVerify were selected because they publicly document the use of AI in market sensing, customer intelligence, campaign optimization, and decision support. The empirical corpus includes annual reports, 10-K filings, earnings releases, and official corporate materials published mainly between 2024 and 2026, complemented by recent peer-reviewed literature. The analysis proceeded through within-case coding and cross-case pattern matching across five dimensions: intelligence source, AI mechanism, decision domain, economic implication, and boundary condition. Originality/Relevance: The paper contributes by positio
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