AI can enhance market intelligence, but using it effectively is key. Many product teams rely on AI for quick answers to complex questions about competitors, customer preferences, and market trends. However, they often end up with inaccurate information or outdated insights. The article highlights common pitfalls, such as fabricated facts, reliance on marketing materials, and the blending of various source types, which can mislead decision-making. To avoid these traps, treat AI as a research assistant rather than an infallible oracle. Establish a set of trusted sources for data, such as analyst reports and customer reviews. AI should synthesize information from these sources rather than generate new facts. The article provides practical tips for formulating effective questions, emphasizing the importance of anchoring questions in explicit sources and avoiding vague prompts. Maintaining accuracy involves curating a reliable source universe and being cautious with marketing-heavy content. When AI provides insights, ask it to cite specific sources and verify claims independently. Codifying a “no single-source” rule helps prevent over-reliance on weak evidence. AI excels at pattern recognition and synthesis, making it a valuable tool when used correctly. The focus should be on using AI for analysis rather than seeking precise current numbers without a solid data foundation.