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PurposeThis study examined the extent to which public academic libraries in South Africa coped with the changing information environment by using competitive intelligence (CI) to attain competitiveness.Design/methodology/approachThe study adopted positivism as the main philosophical lens and also incorporated qualitative elements to augment the quantitative data through a survey research design. Questionnaires were e-mailed to 25 directors of public academic libraries in South Africa and 17 were returned, yielding a 68% response rate. Attempts were made to reach to the 25 directors through semi-structured telephonic interviews, and only eight responded some through their representatives, yielding a 32% response rate. Using two instruments permitted the triangulation of data. A noted limitation of the study is that some library directors neither responded to the questionnaire nor the interview.FindingsFindings revealed that various competitive intelligence techniques were employed; however, their implementation was not formalised. Competitiveness was driven by various factors such as rivalries in the information value chain; relevance; financial and budgetary constraints; changing user expectations and evolving technology.Originality/valueThis study is novel because there is a dearth of literature on implementation and use of competitive intelligence in academic libraries in South Africa.