Purpose – The aim of our research is to identify new emerging technologies that could be used to gain competitive intelligence and to present a systematic literature review related to this topic. Methodology/approach – Our methodology consists of a literature review for evaluating the validity of the proposed theory, namely quantifying the potential competitive gain generated by using sentiment analysis tools. Our methodology uses a mixed design of both qualitative and quantitative reviews and represents a cornerstone in the initial design of a more complex business approach. Findings – Our main findings are related to the discovery of a limited research in this field, with few academic papers addressing the theme of improving a company’s competitive advantage through the use of automated sentiment analysis techniques. Concurrently, the advantages of using these technologies in different businesses are clearly emphasized throughout the selected papers, which highlight its applicability in moderating challenges of business competitiveness in a global context. Research limitations/implications – The research is limited to consider advantages of sentiment analysis implementation in gaining competitive intelligence. Moreover, literature is collected from selected databases and journals from 2010 to 2020. Practical implications – The comprehensive literature review can provide the basis for a better understanding of the implications of using customers’ opinion for developing competitive advantages, as well as encountered drawbacks or limitations. Originality/value – Our paper constitutes a structured analysis of existing literature and it identifies key inquiries on subjects that require further research. Also, we identify key matter experts on the topic for a deeper understanding and study on the subject. At the same time, our literature review presents a merge of business analysis, management and technology, building an argumentation of how innovations in technology and science can improve businesses and provide solutions in usually disregarded areas.