How do marketing teams use AI for competitive intelligence without drowning in noise?

We're in a competitive market with 6 direct competitors and we're losing track of what they're doing. We have no competitive intelligence function — it's ad hoc and usually reactive (a sales rep sees something and sends it to marketing). I want to build a proper AI-powered competitive monitoring system but I don't want another dashboard no one looks at. What do marketing leaders at similar companies actually use, and how do they make the intelligence actionable rather than just informational?