We need to talk about product marketing in the age of AI everything

PMMing is hard, because people don’t know what to do with you. Sort of like Bridget Jones at the awful couples dinner party. Do we ask her for help? Set her up? Ignore her completely?

And it can look very different from company to company, which keeps us trapped at the awkward dinner party forever, making small talk about alignment.

The truth is every product marketeer has to figure it out for themselves. Are we launch coordinators? A mouthpiece for customers? Storytellers? Sales enablers? All of it. Some of it. It depends.

I’m a product marketing lead at an AI-native company that happens to be one of the fastest growing startups ever. There will be many more.

There is no playbook. Product marketing today isn’t about fitting into a role, it’s about learning how to operate without one. And yup, it can get lonely.

But I hope what I’m seeing, hearing and feeling is relevant for a lot of PMMs out there, regardless of industry. And someone seriously needs to document this shit.

Most of the advice out there is either too abstract, or too specific to scale. Launch templates. Messaging frameworks. OKR trackers. All fine in theory. Mostly useless in practice.

Meanwhile, we’re living through one of the biggest shifts in how software gets built, sold, and used. AI eats everything. Go-to-market is being rewritten in real time. The companies moving fastest aren’t the ones with the best frameworks, they’re the ones willing to throw them out.

I think there’s a better conversation to be had about the art of product marketing. One that’s honest about what’s broken, curious about what’s emerging, and grounded in what’s actually happening right now.

I don’t have all the answers. But I’m paying attention.

I’ll be writing about what product marketing looks like when you’re moving ultra fast, and what works when the old GTM and marketing tactics don’t. Some posts will be tactical, things I’m testing, learning, or stealing. Others will be more reflective.

If any of this resonates, hit subscribe. If you like it, share it with a fellow PMM who’s also stuck at the awkward dinner party. Let’s figure this out together, one bite at a time.