Building Custom GPTs for Competitive Intelligence

Artificial intelligence is reshaping competitive and market intelligence, but generic tools rarely fit the nuanced needs of Competitive & Market Intelligence professionals. This half-day, hands-on workshop shows participants how to build and deploy Custom GPTs within ChatGPT, specifically tailored for competitive intelligence tasks, but without needing advanced programming skills.

We will cover:

• Identifying high-impact CI workflows where GPTs can add value (e.g., competitor profiling, OSINT summarization, early warning signals).
• Designing instructions, datasets, and guardrails for reliable outputs.
• Practical demonstrations of building and testing Custom GPTs using real-world CI scenarios.
• Ethical and confidentiality considerations when training and deploying AI agents.

Participants will work in small groups to prototype a Custom GPT for a chosen CI use case, using provided templates and tools. By the end of the session, attendees will understand not only how to build these AI assistants but how to integrate them into decision-making processes to deliver measurable business advantage.

If you use Microsoft Copilot or Gemini, the same tasks can be done with Copilot Agents and Google Gemini Gems. Both alternatives will be demonstrated.

Key Takeaways

• A reusable AI-supported workflow built in ChatGPT to translate market signals into demand generation campaigns.
• Custom GPT templates and checklists for aligning Competitive & Market Intelligence outputs with marketing and sales teams.
• Practical experience through exercises—ensuring immediate application in participants’ organizations.
  
  

Requirements

• In order to build Custom GPT’s, participants will need a paid version of ChatGPT, Copilot, Claude or Gemini.
• Laptop
  
  

Faculty

Edwin Vlems has been working with AI for over 25 years, and set up the ComaxxAI agency spinoff. With over 20 years of experience in B2B marketing and award winning competitive intelligence, Edwin has guided manufacturers, municipalities, and tech firms through data-driven transformation and AI adoption.

He is known for bridging creativity and analytics, helping organizations turn market signals into actionable insights and measurable revenue growth. Edwin frequently advises European SMEs on building demand engines, implementing marketing automation, and aligning sales and intelligence teams. His workshops blend hands-on exercises, practical frameworks, and real-world case studies to ensure participants leave with tools they can deploy immediately.

Passionate about knowledge sharing, Edwin speaks at marketing peer groups and contributes thought leadership on AI, competitive intelligence, and B2B growth. His approach is pragmatic, interactive, and rooted in the belief that marketing and intelligence professionals must continuously evolve to remain strategically sharp.