The secret to using AI research to be a better business strategist

Chris Gee is founder of Chris Gee Consulting and an advisor for Ragan’s Center for AI Strategy.

Communicators love to talk about how AI saves us time. But in many ways, that’s the least interesting opportunity.

Used strategically, AI isn’t just an efficiency tool. It’s a thinking partner. One that helps you see patterns faster, make smarter decisions and connect ideas in ways you couldn’t before.

The real opportunity is using deep research agents, which are available in all LLMs and can be accessed with the simple prompt to perform “deep research.” These AI systems are built to gather, analyze and synthesize information at a scale no human team could match — to strengthen how we think about business and communications strategy.

Deep research agents are separate tools from chatbots. They’re technically a blend of agentic AI and reasoning agents. I consistently see that most people don’t think to use deep research agents or don’t use them in impactful ways.

A little more detail: Unlike basic chat tools or search engines, deep research doesn’t stop at a single query. It investigates. It follows leads, cross-checks facts and pulls context from multiple sources before surfacing an answer that feels closer to what a senior strategist would produce.

That means the heavy lifting — scanning, summarizing, sorting — is handled by AI. And communicators can focus on what they do best: interpretation, insight and storytelling.

AI as a strategic research partner

Across industries, organizations are using deep research agents to make smarter, faster, more informed decisions.

In finance and consulting, companies using AI-driven research report up to 70% faster access to insights and better accuracy in identifying growth opportunities.

In communications, that same capability gives you a competitive edge. Imagine being able to synthesize thousands of news stories, posts and filings to instantly spot the narratives shaping your industry. These agents can process trends across media, investor reports and sentiment data, giving communicators the ability to anticipate storylines before they surface.

One industry peer put it best: AI has given PR professionals the gift of foresight.

Market research, reimagined

Traditional research is slow. Deep research can dramatically accelerate that process.

Instead of waiting days — even weeks — for reports, communicators can now:

• Benchmark competitors across markets and publications

• Detect early reputation risks through real-time sentiment analysis

• Identify whitespace where others aren’t telling the story

According to McKinsey’s 2024 State of AI report, 61% of organizations already using AI say it’s leading to higher-quality insights and faster strategic decision-making.

Training AI on strategy

The biggest strategic gains occur when companies train AI on their organization’s strategy, goals and priorities.

A custom GPT built around your company’s internal data and communications focus can act as a digital strategist in training. It can scan reports, news and market data to surface opportunities or risks before they become obvious.

Ask it a question like:

Where are the emerging opportunities in our industry based on the last six months of coverage?

The resulting output won’t be generic. It will be a set of contextually aware, business-aligned insights that help communicators craft strategies that support broader organizational goals.

Companies that pair AI research with human strategy teams are already seeing the difference. According to AlphaSense, they move to market up to 30% faster and forecast more accurately.

Why this matters for communicators

Communicators are uniquely suited to make sense of this new landscape.

Deep research can surface the data, but we find the meaning. We know what audiences care about, what stakeholders expect and how narratives must evolve.

The most forward-thinking communicators will use AI research to:

• Spot emerging themes and issues before they escalate

• Make faster creative and strategic decisions backed by credible data

• Align communications with business intelligence and measurable outcomes

AI doesn’t replace the strategist. It amplifies them. It turns curiosity, context and creativity into a genuine competitive advantage.

The bottom line

AI research isn’t just about speed. It’s about strategy.

Deep research helps communicators see what’s coming, move faster and lead with insight instead of instinct.

In an environment where information moves faster than ever, the communicators who master AI research won’t just shape campaigns.

They’ll shape company strategy itself.