Opinion: marketers must leverage existing customer knowledge for AI advantage

The article argues that the real competitive edge comes from the context behind prompts – years of customer conversations, buyer objections, campaign outcomes, and internal reasoning. It urges marketers to capture this organizational memory by documenting hypotheses, supporting signals, results, and lessons learned, and to connect insights across sales, service, product, and marketing. By turning trapped knowledge into a reusable asset, AI can amplify strong assumptions and avoid scaling flawed ones, turning context into a strategic moat.