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Vikas Bhagat

AMA: Loveable Head of Product Marketing, Vikas Bhagat on AI and Product Marketing

September 16, 2025 @ 9:00AM PT

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  1. How are you leveraging AI as a product marketer for your competitive intelligence program?

    Interested to know how folks have built out an operational strategy for the collection, analysis, and distribution of competitive intelligence using AI (custom GPTs or LLMs)

    Vikas Bhagat
    Vikas Bhagat

    Lovable Head of Product Marketing • 9mo

    Great question and one of the best use cases I've seen for AI within PMM. Always-on signal capture → exec summaries. We monitor competitor sites, pricing, release notes, and public chatter; AI classifies changes (pricing/packaging/product/messaging) and produces daily digests + a monthly exec review so leaders get the “what changed + so what” fast. Custom “Competitive Briefs” GPT. Grounded in our internal battlecard deck, customer-facing 2-pagers, and competitive hubs/dashboards, it drafts one-p ...Read More

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  2. Where have you seen AI negatively impact Product Marketers?

    Vikas Bhagat
    Vikas Bhagat

    Lovable Head of Product Marketing • 9mo

    As core owners of messaging and positioning, PMMs have a tough job keeping the guardrails on for broader product, corporate and brand positioning. With AI, other teams now have easy access to spin up their own approaches to messaging and positioning. Some of these can be quite good but can also lead to a world where copy/messaging generated is not based on the latest work from your PMM team. This can lead to PMMs basically "cleaning up AI mess" or having to triage examples of poor messaging. Wha ...Read More

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  3. What is the internal conversation on your team on how AI can change the way you do things? Are you seeing it as a team productivity play?

    Vikas Bhagat
    Vikas Bhagat

    Lovable Head of Product Marketing • 9mo

    Yes - AI is a force-multiplier for team productivity. Our conversations are really around how to remove busywork so PMMs can focus on insight, narrative, and launches. How PMM uses AI at Webflow Custom GPTs: We’ve built GPTs for personas, developer content, and style/voice. They cut first-draft time and keep tone consistent. Automated workflows: AI assists with research synthesis/knowledge lookup, generates headline/CTA variants we A/B test, and flags SEO hygiene issues (metadata, alt text, sche ...Read More

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  4. How do you think about messaging AI technology, considering that everything is now AI-powered?

    Vikas Bhagat
    Vikas Bhagat

    Lovable Head of Product Marketing • 9mo

    I think the key approach when messaging AI tech is really focusing on the root problem you are solving for your customers. Yes, the technology matters and you need to be able to get to specifics with regards to technical details, differentiation, etc but the real key is around the solutions you are providing for your customers. You need to speak their language. Here are some frameworks we've found helpful at Webflow: Lead with the job-to-be-done. Name the task and the right to win: speed, qualit ...Read More

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