AMA: Zendesk Group Product Marketing Manager - Core Customer Service & AI, Claire Peracchio on AI and Product Marketing

AI will evolve the traditional PMM skill set, making soft skills, creativity, and critical thinking even more important, especially as AI automates repetitive work. Here are some skills I think that PMMs will need to develop or adapt:   AI fluency: Understanding AI trends and tools is crucial, and creating great prompts will become a foundational skill as language models gain even more applications. This will require not just abstract knowledge but also actively integrating AI into daily tasks s ...Read More

Of course, AI is extremely useful for text-heavy tasks, especially tackling the dreaded blank page when you’re just starting out the writing process! Here are some other great ways AI can help: Acting as a detective: Find and synthesize information faster. You can use AI as a turbo-charged search engine for quicker answers and more thorough research. For example, use it for conducting competitive analysis and market research and developing ideal customer profiles (ICPs). Acting as a coach: You c ...Read More

It’s true that customers are both skeptical of AI outputs and excited about AI’s potential. At Zendesk, we’ve definitely seen this in the customer service space, since this is one of the most obvious areas that AI is poised to disrupt. Here are some tactics we’ve found useful: Show value: Focus on demonstrating tangible value through real-world examples and clear use cases that customers can latch on to. Showcase specific customer success stories that highlight ROI and impact, making the benefit ...Read More

This is a great question that I’m sure a lot of companies are grappling with. I think the path to success here lies in differentiating based on how you safeguard customer data, taking a proactive approach to compliance so your customers don’t face disruptions down the line, and even teaming up with regulatory bodies and industry leaders to innovate on standards for responsible AI. I also think that doing these things will become table stakes for companies selling AI products, particularly those ...Read More

Right now, a lot of Product teams are scrambling to identify the best places to apply AI, and businesses are eager to turn AI into their next wave of growth. The great news for PMMs is that you’re uniquely positioned to help guide Product and your broader business during this time of change. Here are a few areas to focus on: Understand AI trends and technology: Follow AI news and trends, and learn more from leaders in the space. Become well-versed in key concepts to collaborate effectively with ...Read More

AI is going to change market research in some big ways. It will enhance data analysis, allowing PMMs to process vast amounts of information from diverse sources and uncover deeper insights. AI-powered tools will offer continuous, real-time market intelligence and more automated reporting and analytics, so teams can make quicker and more informed decisions. However, one thing I’ve run into in my own market research focused on AI products is that customers still don’t fully understand what AI can ...Read More

AI won’t replace product marketers, but PMMs that can leverage AI successfully will replace those who can’t. Product marketing requires strategic thinking, creativity, and a deep understanding of human behavior — all areas where humans still excel. I see AI freeing up PMMs from a lot of rote tasks like data analysis, copywriting, and audience segmentation to focus on more impactful work like developing strategy, building relationships with customers and stakeholders, and identifying new market o ...Read More