Gen AI in market research enhances business competitiveness by gathering and analyzing industry trends, competitor pricing, and emerging technologies. By integrating with industry databases, financial reports, and news sources, these AI-powered market research tools help businesses optimize procurement strategies, improve supplier negotiations, and make data-driven decisions. This approach not only monitors real-time market trends and competitor pricing but also identifies emerging technologies and procurement opportunities, automating the creation of industry reports and insights to support informed decision-making.