AMA: Box Vice President Product Marketing, Jon Rooney on AI and Product Marketing

There's currently a ton (too much?) information and training available to help PMMs stay ahead of the curve with AI. As for certifications, I don't believe there's an authoritative AI cert (like, say, CISSP for cyber-security) that validates expertise. I'm sure there or all sorts of degree and non-degree programs, but my recommendation is to dig in on the following resources (fyi - some of these are more vendor/platform-specific than others): https://academy.openai.com/ https://www.anthropic.com ...Read More

AI will, and for some folks, already does, make PMM more efficient and effective by quickly finding, synthesizing and summarizing information from various sources we need to do core PMM work like messaging, launch planning and sales enablement/competitive intelligence. A practical example of what my team and I do now is use AI (any foundational model will do) to interrogate a collection of customer sales call transcripts, customer story interview transcripts, RFPs, and more synthesize insights b ...Read More

I think a lot still needs to shake out with commercial AI tools (particularly those targeting enterprise customers), but I foresee monetization will continue to revolve around consumption models while differentiation will rely much more on proprietary data sources and context via prompt engineering than other factors. For monetization, the high operating costs associated with GPUs and the foundational LLMs will maintain a relatively high floor on pricing, especially once the VC-backed AI vendor ...Read More

Yes, I believe that very soon Al will link not only marketing to revenue gen/sales but essentially connect every departments structured and unstructured data, whether in a CRM, a trouble ticket system, document stores and more. Rather than platform-to-platform, it looks like Agent-to-Agent (or A2A) will be the way enterprise-wide AI will work with each Agent given the context and direction needed to reason and iterate on cross-functional tasks. There are considerable technical requirements to ge ...Read More

AI can help PMM with a ton of use cases beyond copy generation, here are a few I've done personally: Messaging research and prep: Once you pull together all the input content, you can use AI to interrogate a collection of customer sales call transcripts, customer story interview transcripts, RFPs, and more to synthesize insights before diving into messaging creation. Customer/account research: A super fast way to prep for a customer story interview or really any type of customer meeting. Sort th ...Read More

For companies/organizations who are at the beginning of their AI transformation journey, my advice is to pick one use case with which you can save considerable time and improve output fidelity simply by searching and synthesizing across a bunch of disparate documents, data and other information. Automated workflows are great and we'll eventually get to them for everything from customer onboarding to RFP responses, but I've found that a clear "find and sort through all my stuff" use case provides ...Read More