Watch the recording
Recorded September 16, 2026
Includes the audience Q&A
Incorporating AI is knowledge leaders' number one priority this year.
call AI the single biggest opportunity to scale their function's value.
worry their function will get lost inside broader AI efforts.
Source: APQC 2025 Knowledge Management Priorities and Trends Survey (N=340).
What this session covers
Knowledge and intelligence are no longer gated behind knowing the right file, the right tool, or the right colleague.
Knowledge and intelligence have always lived in small circles: a handful of specialists produce the research and hold the context, while everyone else works without it or waits in line. AI breaks that open. Anyone can ask in plain language and draw on the knowledge the organization already owns. Using it no longer depends on knowing where it lives or who to ask. This session shows how to make that shift real, and the trusted foundation that makes it safe, drawing on Northern Light's work as a governed Competitive and Market Intelligence Platform: one place for external, internal, and primary research, with AI grounded on trusted content so answers cite their sources.
What changes when knowledge gets used
Research reused, not redone
AI surfaces the report a colleague wrote last quarter, so teams build on it instead of commissioning it again. The organization stops paying twice for the same work.
Leadership decides from trusted sources
Executives get AI answers grounded in the company's own vetted knowledge, not the open web.
The function becomes tangible
People across the business rely on it every day, instead of seeing it as a library a few researchers visit.
Specialists freed for higher-value work
With AI handling routine lookups, competitive and market intelligence professionals focus on the curation and judgment only they can provide. AI moves the function up the value chain, it does not replace it.
Takeaways
What you will take away
A clear way to talk about the shift from knowledge and intelligence held in small circles to used across the organization.
The four ways that shift shows up: research reused, leadership on trusted sources, the function felt every day, and specialists freed to curate.
The trust test: why AI adoption dies on ungoverned content, and what protects against it.
A knowledge-foundation readiness checklist you can apply to your own environment.
An honest way to talk about value: when the whole organization uses the knowledge daily, its worth speaks for itself.
Speakers
John Brennan
Product Manager, Knowledge & Intelligence Platforms, Northern Light
Works across AI, search, and structured data to make governed knowledge usable for the whole organization.
Rob Trail
Chief Executive Officer, Northern Light
Leads Northern Light's work as a governed competitive and market intelligence platform for enterprise research teams.
Moderator: Shanon Moerland, Northern Light.
Who this is for
Leaders and practitioners putting the capability to work across the organization
Knowledge management, information and library services, competitive and market intelligence, and internal knowledge platform leaders and practitioners responsible for putting the capability to work across the organization.