The Real Cost of AI in M&CI: Why Most Programs Fail and How Agentic AI Delivers ROI
AI is everywhere—but measurable ROI remains rare. McKinsey’s 2025 State of AI report shows most organizations experimenting with AI see little real business value. Nowhere is this more damaging than in Market & Competitive Intelligence (M&CI), where poor context, unreliable insights, and hallucinations can lead to costly decisions.
In this on-demand webinar, we explain why AI initiatives in M&CI stall in “pilot purgatory,” the hidden risks of hallucinated insights, and why generic LLMs fail in research-heavy workflows.
You’ll see how Agentic AI—built on trusted, curated content with enterprise-grade guardrails—delivers reliable, repeatable, and defensible insights at scale. We also share a real-world case study of an M&CI team that moved from experimentation to production with measurable ROI.
Featuring:
Robert Trail
President, Northern Light
Sheri Larsen
Chief Product Officer, Northern Light
Watch the recording to learn:
Why most AI in M&CI fails to deliver value
The biggest failure modes: weak context, poor content, and inconsistent data
Why trusted research is critical to AI success
How Agentic AI runs multi-step research without hallucinations
How teams move from pilot to production with real ROI
Fill out the form to get instant access to the recording.
