AMA: Yelp Product Marketing Expert & Mentor, Jennifer Kay Corridon on AI and Product Marketing

I use AI as a thought partner, not a stand-in. Working remote, I don’t always get those hallway conversations or the chance to grab a whiteboard and hash something out with a colleague. AI fills some of that gap. It’s become the always-available teammate I can bounce something off of at 6 a.m. with my coffee, or late at night when an idea won’t let me sleep. As a PMM leader, my job is to understand the customer, shape a story that connects across teams, and turn that into messaging that actually ...Read More

When it comes to using AI for positioning or messaging, let’s be clear: it’s not a substitute for doing the work. If you skip the core PMM activities, like understanding your audience, clarifying your value, defining your point of difference, you’ll feed AI a half-baked prompt and get garbage back. The quality of the output you'll get is only as strong as the quality of the input. It’s no different than inside a company. You don’t want stakeholders lobbing half-baked ideas over the fence and exp ...Read More

AI will change the tools, but not the fundamentals. The PMM role has always been about understanding how people make decisions and shaping the story that moves them. Buyers rarely decide based on rational checklists alone—they decide based on trust, emotion, and how a choice is framed. AI can make it easier to gather inputs, but it won’t replace the human skill of finding the why behind behavior and turning that into a strategy. So where should you focus your skill-building? Learn to guide AI, n ...Read More

Great question and one that gets debated often. I'll say upfront that for me, if there is a meeting where my participation or expertise as a PMM is needed to provide context, perspective of a customer, influence a decision, or deliver a critical update, I'm going to show up. That's the core to the job. And the reality is, many meetings don't always stick to the agenda. A conversation may start on one topic and drift into another where the PMM perspective is essential. That said, I'm not blind to ...Read More

AI isn’t always accurate yet, so I think carefully about where I put it to work. I trust it most with the messy, high-volume stuff where speed matters more than precision. For example, I’ll use AI to spin up a project timeline, organize deliverables into milestones, or draft an outline when I’m staring at a blank page. It’s also useful when I need to process a lot of information quickly—like clustering customer feedback or showing me a few different ways to frame a complex concept. But when it c ...Read More

Some tools are free, some are paid, and new ones seem to pop up every week. For me, it’s been a lot of trial and error. You have to be clear on what you’re trying to accomplish(very much a jobs-to-be-done mindset) and I haven’t found a single tool I can reliably use across every need as a PMM. So no, there’s no silver bullet or magic needle-in-the-haystack tool I can recommend or throw my full endorsement behind. Some of the AI tools in my toolbox earned a spot simply because the UX clicked with ...Read More

I don’t think I’ve “broken into the AI industry,” per se. We’re in a moment where AI is being pulled forward faster than almost any innovation in recent history. Is it top of mind and dominating headlines? Yes. Is it transformative? Absolutely—and I believe it will continue to be. But the idea of a standalone “AI industry” to break into feels like a fallacy. The reality is that AI is weaving its way into everything. The products I work on are infused with AI—they’re harvesting it and getting sma ...Read More