UNITED KINGDOM / AGILITYPR.NEWS / October 29, 2026 / Emails, social media posts, product descriptions and reports are among the tasks businesses are handing over to generative AI. The technology can produce a first draft in seconds, making it an obvious place to start for teams looking to save time.

ResearchCollab Technologies, an AI consultancy that helps organisations adopt and govern AI systems, thinks there is a case for looking at other uses first - and that much of the value lies in information businesses have already collected.

Businesses collect customer feedback in all sorts of places. There are reviews, survey answers, messages to support teams and notes in CRM systems. Add industry reports and information on competitors, and there is a lot to get through. Much of it ends up in shared drives or inboxes, and rarely gets looked at as a whole.

Going through everything by hand takes time. A team could spend days reading responses and reports before finding anything useful. In practice, some of that work never gets done.

AI can help with the reading. It can group similar comments together, find complaints that appear repeatedly in support records, track competitors' prices and pull relevant details out of long reports. Someone still needs to check the results, particularly when a decision depends on getting the details right.

The same applies to content. A business can use AI to write more emails, posts and reports, but that won't help much if it hasn't taken the time to understand its customers or what its competitors are doing. If the underlying research has not been examined, AI can simply help it make the same mistakes at a greater speed.

Imran Chughtai, Founder and CEO of ResearchCollab Technologies, said, “Content is the visible part of AI, so that is where most businesses begin. But a model that writes beautifully from a shaky understanding of your market is just producing confident noise at scale. The smarter starting point is research. Use AI to read what you already hold, surface what your customers are really telling you, and check it against the source. Once that’s in place, the content gets better almost by default.”

AI summaries can miss things. Two reports might reach different conclusions, for example, and a summary that glosses over the disagreement could leave a business with the wrong impression. There is also the question of checking the information. Without a record of the original source, it becomes much harder to establish whether a finding is accurate.

ResearchCollab Technologies uses AI to extract information and compare findings across sources. People review the results and check them against the original material, so the reasoning behind an insight can be traced back to the evidence.

Businesses should start with the research they already have: customer surveys, support records and industry reports are obvious places to look. Then, the next step is to pick a question the business needs answered and see whether AI can help find the answer. There is no need to automate everything at once: one useful result gives the company a basis for deciding what to try next.

For more information, visit researchcollabtech.com.