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Abid Chaudhry

AMA: ServiceNow Director, Product Marketing - Employee Experience & HRSD, Abid Chaudhry on AI and Product Marketing

June 18 @ 11:00AM PT

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  1. What advice would you offer to those who are just starting to leverage AI tools in their product marketing work?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Just start using it badly. The worst thing you can do is wait until you feel "ready" — there's no certification for this. Open Claude or ChatGPT and give it something real to chew on. The people winning with AI right now aren't the ones who built a perfect system. They're the ones who got comfortable being in a messy, iterative loop with it early. If something breaks, just ask the AI to fix it :)
    8,307 Views
    2 requests

  2. How do you decide which AI capabilities to lead with in your product narrative when the technology is advancing faster than your buyers can absorb it?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Its cliche but lead with the problem, not the capability. I don't care what the AI/agentic feature can do — I care what the buyer is stuck on. If I open with "agentic AI," I've lost half the room. If I open with "your HR team is closing 600 tickets a week and none of them are strategic work," now I have their attention. 
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  3. Can you share examples of how PMM at your company are currently applying AI in product launches, messaging, or customer segmentation?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    We're deep in the middle of it, not on the other side of it. The most concrete thing I can point to is message framework grounding. We've been building infrastructure based on MCP and knowledge graphs that connects our canonical messaging to downstream AI tools, so when someone's generating a first call deck or a sales email, it's pulling from approved positioning — not hallucinating something that sounds right but isn't.
    505 Views
    1 request

  4. As a hiring manager, do you look for AI savviness or usage experience? If so, how do you evaluate for it?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    I care less about which tools they've used and more about whether they think in systems. Can they describe a problem they had, the workflow they built to solve it, and what they'd do differently?  Someone who built one useful thing and learned from it beats someone who lists ten tools they've "experimented with." I'll also just ask them to walk me through their last piece of work and where AI touched it. 
    458 Views
    2 requests

  5. How do you protect product marketing taste and experience in a LLM world where things are moving so fast?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    By ensuring that taste and sense-making stay the responsibilty of the humans behind the AI tools. The ability to differentiate good strategically sound copy from AI slop is an essential skill now. You protect it by staying close to customer signal, reading/being aware of your product space/segment, and being ruthless about scrutinizing AI outputs instead of wholesale copy pasting stuff like many people do. If something sounds like it was written by a confident intern who's never actually talked ...Read More

    465 Views
    1 request

  6. What is the first agentic workflow you recommend product marketing teams build to save time and free up team bandwidth?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    A messaging/positioning/narrative 'checker' tool. PMM teams are spending too much time still reviewing copy for brand compliance or message consistency or things like voice/tone drifting. All that stuff is tedious but still important, but doesn't usually require human-level strategic thinking. Build a simple agent (or project folder with detailed custom instructions/prompt) that grades your inputted copy against a defined rubric or scoring...then provides recommended fixes, along with why it gra ...Read More

    531 Views
    2 requests

  7. What's the most surprisingly successful application of AI in PMM that you've seen?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Messaging framework quality assurance, weirdly. We built something that checks copy against our approved messaging and flags any identified drift...like wrong personas being used, or old product names being mentioned, etc. We run all content through it before it goes like...and were pleasantly surprised at how well it actually worked. 
    498 Views
    3 requests

  8. Using AI feels so complicated, what is a great first win for our PMM team?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Pick one doc you write over and over — a launch brief, a battle card, a persona — and build a prompt that produces a solid first draft. Just good enough that you're editing instead of starting from scratch. Once one person saves three hours on something real, the team stops treating it like a science experiment and starts treating it like a tool.
    473 Views
    2 requests

  9. How has AI ALREADY changed your job?

    What are you doing differently day to day as a result of AI? How are you using AI in tasks, planning, communication, etc?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    I think the biggest shift is what I spend my time arguing and deliberating about. I used to spend a lot of cycles on first drafts — getting something on the page. Now I spend that time on the thing that actually matters: whether the argument is right. Is this the correct frame? Does this land with a CHRO who's already seen 40 AI pitches this year? Is there a gap in the logic? AI got me out of the "blank page" problem and into the "sharp thinking" problem.
    473 Views
    2 requests

  10. Our product launches are not so organized/standardized. How can PMM use AI to help with product launches?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Start with a 'hero' brief. Build a launch brief template and prompt that forces the right questions — audience, problem, proof points, launch tier, channel plan. Have AI populate a first draft from whatever inputs you have. The act of filling it in — or arguing with what AI generated — surfaces the gaps early instead of two weeks before launch when it's too late. 
    491 Views
    2 requests

  11. What Product Marketing workflows can benefit from AI?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Probably the most research, time-suck heavy work like synthesizing broad concepts or POVs. The thing AI can't do it tell you if a strategy is right, or if a framing actually resonates with your very human customers. You should reserve the judgement and sense-making work for yourself and delegate the bulk assembly and processing work to AI. 
    473 Views
    1 request

  12. What AI do you prefer and why?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    At work, its Claude all day every day :) 

    In personal life I have a Claude Max plan for vibe coding and heavy agent-based work (managing my home lab server, building websites, etc.) and then the Pro plans for ChatGPT and Gemini...which I use for image generation and everyday chats respectively. I tried Perplexity and it was too much stuff for me to get into easily. 
    506 Views
    3 requests

  13. What are your top 3 use cases for AI?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    1. messaging and positioning development 2. taking a bunch of discrete inputs like research or call notes, and turning them into a structured asset I can actually make sense of and 3. speeding up daily work stuff like email replies, summarizing group chats, etc...biggest game changer for me has been recording all my chats and calls and dumping them into a 'digital twin' project folder to have a back up brain to help me track things. 
    488 Views
    2 requests

  14. What are common mistakes product marketers make using AI?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Treating it like a vending machine — put prompt in, get content out, ship it. The output inherits whatever vagueness was in the input. Garbage in, confident garbage out. Most people give it a one-sentence brief and wonder why it sounds like a press release from 2019. And then there's the editing problem — people polish AI output instead of interrogating it
    497 Views
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  15. What has been your team's biggest learning from failure in applying AI to Product Marketing?

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    Using it too early in the thinking process. When you go to AI before you've formed a point of view, you end up adopting its frame instead of developing yours. The output looks fine, sounds fine, and is somehow completely generic. The fix is boring but real: do the hard thinking first, form a rough hypothesis, then use AI to pressure-test or extend it. AI should sharpen your thinking, not replace the part where you actually think.
    478 Views
    1 request

  16. Top 3 AI tools for PMMs (not Claude,ChatGPT,etc)

    Abid Chaudhry
    Abid Chaudhry

    ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • Jun 18

    ElevenLabs for getting great voiceovers for screen-recording demos has been awesome. n8n if you're willing to get your hands a little dirty (I have my personal and coaching linkedin profiles set up to automatically post content and comment on other peoples posts to help drive engagement and follower count), and Google Antigravity for rapid building of apps and websites (its like claude code but with a development IDE). 
    480 Views
    2 requests