The Transformation of the Concept of Competitive Intelligence in the Digital Age

Competitive intelligence (CI) has evolved from a practice based on manual data collection to a strategic asset guided by the analysis of large volumes of information. This study investigates this conceptual evolution between 1985 and 2021, based on a bibliometric review based on the PRISMA protocol and analysis with the Bibliometrix package in R, applied to 2,519 articles extracted from the Scopus database. The results reveal three distinct phases: (i) operational – focusing on competitor surveillance and structured data collection; (ii) organizational – institutionalizing CI, with systematic processes and support for strategic management; and (iii) digital – adopting Big Data, AI, and automation, reflecting new technological paradigms. These findings reinforce the transition of CI from a reactive practice to a proactive competency, integrated with Business Intelligence and analytics systems. The study systematizes this trajectory, highlighting persistent challenges such as a shortage of professionals, data governance, and limited application in SMEs and emerging economies. It also points to avenues for future research focused on ethical implementation, technological developments, and diverse organizational contexts.