Where Product Marketing (PMM) Is Headed in the Age of AI

As AI continues to reshape the technology landscape, the role of Product Marketing (PMM) is evolving. In a previous article written years ago, I shared the top reasons one should become a Product Marketer. Now in 2025, I believe the role will likely require more intuition, curation, and empathy than ever before in order to be relevant.

In the past, PMMs were often seen as translators, turning product features into digestible messaging or launch plans. But in this new paradigm, where LLMs and AI can spin out messaging, emails, or even GTM assets in seconds, the PMM must exhibit how deeply they understand what matters — the signal v. noise in the market. The interpretation, emotional resonance, and strategic orchestration of those pieces still requires a uniquely human compass, one who has built the capacity for subtle listening.

Product Marketing is moving from being a translator of value to becoming a calibrator of meaning.

Here’s how PMM is evolving:

1. From Craftsperson → Curator & Orchestrator
   PMMs are shifting from producing every artifact by hand to designing the ecosystem of meaning. You’ll still touch messaging, positioning, launches, but increasingly as a strategic guide who uses AI tools to prototype, test, and scale quickly.
2. Insight Will Outweigh Output
   As LLMs flood the market with content, what you say matters far less than how true, clear, and differentiated it feels. PMMs who can extract original insight through interviews, intuition, data synthesis and turn that into narratives that pierce the noise will lead.
3. PMM as the Strategic Signal Detector
   In a noisy, automated world, PMMs will become the ones who listen for signal, the undercurrents in the market, the tension in a customer interview, the unmet need hiding behind data. AI gives us patterns; PMMs must bring meaning.
4. Crafting Narrative in an Age of Automation
   AI can write, but it can’t feel. The ability to craft a story that resonates at a cellular level,with product teams, with sales, with customers — is still deeply human. The best PMMs won’t just produce copy. They’ll curate coherence between what a company builds and how it is received by the world
5. GTM as Diplomatic Practice
   As I write in Product Marketing Debunked, GTM isn’t just a list of tactics — it’s an energetic flow. When done well, it aligns the intention of the product with the readiness of the market. In this AI era, the role of the PMM is to orchestrate timing, tone, and truth, communicate truth across multiple disciplines, and not just drive execution.
6. Intuition is the new edge
   You can’t outsource intuition. As tools get smarter, what differentiates a great PMM will be the ability to trust what feels off, to sense when a positioning isn’t landing, to know what customers are not saying, to know when a market moment is emerging before the metrics show it. Intuition, pattern recognition, and empathy will be the new edge.
7. PMM as the Soul of the Company
   I’ve written about this in a number of my books. The ethical lens, the customer advocate, the conscience of what gets built and how it gets framed is the expanded role of PMM in the coming years. In an era of scale and automation, PMMs will increasingly be the ones asking: Does this product serve real human needs? Does it align with our values?

Product Marketing’s advantage is to act as a heart-mind bridge between product and people. The one who reminds a company why it exists, who it’s here for, and what the soul of the product offering and company actually is.

I’d love to hear from you. If you enjoyed this article, let’s stay in touch.

My latest book, The Launch: A Product Marketer’s Guide, is now available onAmazon. I also wrote the book “Product Marketing Debunked. The Essential Go-To-Market Guide” which you can purchase on Amazon.

Looking forward to connecting with you!