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Virtual Event
Mastering AI as a Product Marketer

Mastering AI as a Product Marketer

Thursday, September 18th, 2025 • 12pm–1pm PT ·

Are you looking to become an AI-native product marketer? Join 300+ PMMs to learn from marketing leaders at the forefront of AI adoption on how to use AI to boost productivity, sharpen messaging, and drive better outcomes. You’ll walk away with real examples, practical tools, and strategies to confidently integrate AI into your daily workflow.

  • Date: Thursday, September 18th, 12 - 1pm PT (3 - 4pm ET)

  • Location: Online (link will be sent to registrants prior to the event)

  • Cost: This event is free. However, there are limited seats.

Top Questions

  • What are the top AI use cases for a PMM?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    Custom GPTs for content development that understand your company's brand voice and messaging guidelines are a top use case for PMMs. I've seen examples of custom GPTs being implemented inside companies that understand the organization's heritage, previous artifacts, messaging examples, and products shipped. This context significantly improves first drafts and helps catch messaging 'gotchas' - specific words to use or avoid in your company's messaging. Having these brand guidelines and messaging ...Read More

    472 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    AI for content development requires disciplined documentation of brand voice and messaging fundamentals. To use AI effectively for content, you need to be a disciplined product marketer with clear documentation of your brand voice, key messaging, and intellectual property. This might seem contradictory - isn't AI supposed to make life easier? Yes, but you need the rigor to document your core assets first. I've found that team members who previously delayed documentation now see real value in it ...Read More

    492 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    Training AI on your brand voice and using it for content remixing are top use cases for PMMs. We feed our AI systems with our brand voice, keynotes, and style guides so it understands our communication style and the words we use. We've even created a custom GPT 'jargon detector' to identify terms we want to avoid. All our product marketing projects are organized in Claude, providing context on how we describe different product innovations. This human-first input then enables AI to excel at conte ...Read More

    494 Views

  • What are the top AI tools that make PMM's lives easier and why?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    The most valuable AI tools are those that connect to your existing systems and provide context-rich assistance. The value of the generative engine itself is becoming commoditized, with little difference between models. What's increasingly valuable is the context and connectivity of these tools. At Dropbox, we use Dropbox Dash because it connects to our files and provides rich context for better answers. This trend is happening across ecosystems as vendors become more thoughtful about exposing sy ...Read More

    531 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    Gemini, ChatGPT, Claude, and Notebook LLM are the most valuable AI tools for our product marketing team. At a large company like Salesforce, we have specific tools rolled out to us. We lean heavily on Gemini as it's embedded in our meetings and document creation processes, which is particularly useful for handling proprietary information. I also use ChatGPT and Claude for learning from publicly available information, like finding interesting statistics. Another valuable tool is Notebook LLM (par ...Read More

    571 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    ChatGPT, Claude, and Gamma are the most impactful AI tools for our product marketing team. We're fortunate to have access to both ChatGPT and Claude. Our marketers particularly love Claude because we organize all our product marketing artifacts into different Claude projects, which helps with the reasoning engine and provides better results based on that reasoning and information. I'm also personally using Gamma for presentation creation. As product marketers spend significant time in presentati ...Read More

    555 Views

  • What are the top use cases PMM's are using AI to help with?

    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    The highest ROI use cases for PMMs are at the front end of synthesizing information and at the polishing end of refining content. At the front end, AI helps process large amounts of information from product teams, market feedback, and other sources. For example, I used AI to synthesize my stream-of-consciousness notes from a day-and-a-half product team offsite. I asked AI to summarize my insights, and it produced a compelling action plan that I could immediately share with leadership, demonstrat ...Read More

    498 Views
    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    The highest ROI use case is dramatically improving the ratio of time spent creating content to the quality of that content. The time from blank page to something worthwhile has decreased significantly with AI. However, the key is using AI to speed up work rather than just doing more with AI. The real question for product marketers should be: what are you doing with the time you're saving? Are you becoming a better expert on your product, a better steward of the customer, and improving your under ...Read More

    473 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    AI is most valuable for data context, insights, and narrative design in product marketing. We start by providing AI with our authentic voice and style through existing documents to establish context. Then we use it for insights by connecting it to tools like Gong and Notetaker to identify customer pain points and language patterns. This helps us move directly to narrative design with real customer insights rather than starting from a blank page. Another valuable use case is having AI act as a co ...Read More

    488 Views

  • What's not changing for product marketers despite AI advancements?

    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    Human elements like personality, relationships, and strategic thinking are becoming more important, not less. In the age of AI, your personality and what makes you uniquely you becomes even more important. LLMs are ranking content based on original thought and deep expertise, so there's no better time to be human in a sea of AI-generated content. Relationships are another critical element that AI can't replace - the human-to-human connection remains essential. Strategy is still crucial, as is yo ...Read More

    602 Views
    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    The core function of aligning the company around product, purpose, and go-to-market strategy remains essential. Despite AI advancements, product marketers will continue to be the function that aligns the rest of the company around three fundamental questions: what are we building, why are we building it, and how are we putting it in our customers' hands. These questions never reach a point where they're completely answered - there's always more work to do in understanding who we're building for, ...Read More

    511 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    The core responsibility of understanding what we're building and why remains central to product marketing. With AI handling more routine tasks, I find myself having more time to talk with product managers and process sales team feedback faster. This allows me to deepen my understanding to another critical level - really knowing and owning what we're building, why we're building it, and how to ensure customers understand that value. This is the heart of being a product marketer. While AI brings n ...Read More

    796 Views

  • How are you hiring for AI skills in product marketing roles?

    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    I ask candidates how they're currently using AI and how they used it to prepare for our interview. When hiring for product marketing roles, I ask two key questions about AI. First, I ask how they're using AI today, both professionally and personally, which shows their understanding, interest, and investment in AI technologies. Second, I ask how they used AI to help prepare for our conversations, which demonstrates their intellectual curiosity and ability to quickly process information. These que ...Read More

    523 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    I look for candidates who have integrated AI tools into their daily workflow and can teach me something new. When hiring for my product marketing team, I want to understand what AI tools candidates are using and how they've integrated them into their daily workflow. Their comfort level becomes apparent when they can fluently discuss different use cases. I also look to learn from candidates - some introduce me to new tools like Levable that I wasn't familiar with. This exchange of knowledge is va ...Read More

    518 Views
    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    I look for candidates who show passion for how AI is reinventing the product marketing craft. The most revealing interview moments come when asking candidates about AI tools and use cases. People who truly love the product marketing craft light up when discussing how AI is helping them reinvent their work. I specifically ask what tools they must have when they arrive and what their killer use cases have been. This reveals their passion for the craft and their approach to innovation. Beyond just ...Read More

    492 Views

  • What are your go-toAI tools for competitive intelligence?

    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    We integrate Gong with AI to analyze customer conversations about competitors during the buying process. Our most effective competitive intelligence approach is using our Gong integration with AI to analyze conversations where prospects discuss us alongside competitors they're evaluating. This provides direct insight into how customers perceive competitive differences during their buying journey. We also feed win-loss data into our AI systems to understand what customers are saying when we win o ...Read More

    502 Views
    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    LLMs can effectively analyze competitor websites to identify key messaging themes and create comparative heatmaps. One of the most valuable competitive intelligence use cases involves having an LLM review multiple competitor websites and customer-facing messaging. You can ask the AI to identify what each competitor emphasizes as their key value propositions and differentiators, then create a heatmap showing what topics each company prioritizes across the competitive landscape. While not perfect, ...Read More

    503 Views

  • How do you balance data privacy with using LLMs?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    Organizations need systems that both provide context to AI and protect sensitive information. This privacy challenge was identified quickly as companies began providing context to AI tools and discovered unexpected levels of discoverability across their file systems. Many vendors, including Dropbox, are now offering solutions that combine context inclusion with privacy protection. The question becomes: how do you include context from repositories and documentation to make AI more useful while al ...Read More

    482 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    Vet your AI vendors carefully to ensure they have strong data privacy measures. The privacy problem was quickly identified when organizations began using AI tools, and companies like Salesforce are very conscious about which tools we use. We look for vendors with zero-copy strategies and other privacy safeguards. If you're at a smaller organization or using AI independently, it's important to ask vendors what they're doing to ensure data privacy. They should be able to answer this question clear ...Read More

    765 Views

  • How do you see AI evolving the role of the product marketer? Will product marketers eventually become irrelevant?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    The people component of product marketing is becoming more important, not less, in the age of AI. If AI is helping you speed up and giving you hours back in your day, the question becomes how you're investing those hours to help your company tell its story better and understand customers and products more deeply. This almost always involves spending time with teammates, not sitting in an AI console. While everyone is gaining efficiency from AI, the product marketing function remains essential fo ...Read More

    466 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    AI is enabling product marketers to focus more on the core of what makes PMM valuable - understanding what we're building and why. The heart of being a product marketer is deeply understanding what we're building, why we're building it, and ensuring customers and buyers understand that value. With AI handling more routine tasks, I find myself having more time to talk with product managers and process sales team feedback faster. This allows me to deepen my understanding to another critical level. ...Read More

    487 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    Your personality and human connections become more important in the AI age, not less. In the age of AI, your personality and what makes you uniquely you becomes even more important. LLMs are ranking content based on original thought and deep expertise, so there's no better time to be human in a sea of AI-generated content. Relationships are another critical element that AI can't replace - the human-to-human connection remains essential. Strategy is still crucial, as is your ability to build rela ...Read More

    489 Views

  • How should product marketers be preparing to use AI in their roles?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    Product marketers should focus on getting work done rather than just doing more work with AI. We're at a point where we need to move beyond the initial experimentation phase with AI and be more thoughtful about where it makes sense and where it's just a distraction. The evolution now is about creating systems that embed your expertise across the organization, not just having individual PMMs who are experts. Instead of just generating artifacts, focus on connecting AI to different systems to auto ...Read More

    461 Views
    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    Product marketers should prepare by embracing leadership guidance, experimentation, and knowledge sharing. It's critical to have leadership first establish that AI fluency is important. Organizations are at different stages of AI adoption, so the approach may vary depending on your company's environment. While we don't have a dedicated enablement lead, we have central marketing operations and learning teams that regularly share messages about AI use cases. Leadership showcases examples of succes ...Read More

    491 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    Product marketers should upskill through leadership mandates, tool access, training, and regular knowledge sharing. Start with executive leadership establishing a mandate that everyone should be AI-fluent in the organization. Then provide access to the right tools. For training, we conduct 'grow days' where we bring in experts to teach about creating projects and writing effective prompts. We also run monthly hackathons and show-and-tell sessions where team members demonstrate how they're using ...Read More

    505 Views

  • What are some current automation you use?

    Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 9mo

    We use AI coaching technology to help sales teams quickly learn and practice new messaging. One automation tool that's been particularly valuable is our agentic coaching technology, which helps sales teams learn and practice new messaging. This has been especially useful when messaging changes frequently, which is common in product marketing. The technology allows sellers to quickly practice their delivery, receive a score and feedback, and share that with their manager. It's much more scalable ...Read More

    494 Views
    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    Loom with AI summaries has been transformative for reducing meeting load and improving knowledge transfer. We have too many meetings, and Loom with its summary feature has been incredibly valuable for reducing this burden. Instead of having a meeting that could have been an email, or an email that could have been a Loom, we can create a one-minute engaging video that people can comment on. The Loom summaries provide a rich update that viewers can quickly digest, with the option to watch the full ...Read More

    484 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    We use Asana Companion for project management automation and Slack summaries for communication efficiency. Asana Companion helps with go-to-market efficiency by automatically updating monthly notes based on your milestone updates. This eliminates the need to manually track project management updates since AI handles it for you. I also frequently use Slack summaries, which are invaluable when returning from meetings to find numerous conversations in Slack channels. The summary feature quickly bri ...Read More

    472 Views

  • how to do competitor research with AI?

    Ben Rawnsley-Johnson
    Ben Rawnsley-Johnson

    Stripe Head of Product Marketing, APAC • 9mo

    Use AI to analyze competitor websites and create comparative heatmaps of messaging priorities. One of the first effective use cases my team shared was using AI to review multiple competitor websites and customer-facing messaging examples. They asked the LLM to analyze what each competitor emphasizes as their key value propositions and differentiators, then created a heatmap across the competitive landscape showing what each company prioritizes in their messaging. While not perfect, this approach ...Read More

    484 Views
    Nisha Goklaney
    Nisha Goklaney

    HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 9mo

    Analyze customer conversations about competitors using Gong integration with AI. We leverage our Gong integration with AI to analyze conversations where prospects discuss us alongside competitors they're evaluating. This provides direct insight into the competitive landscape from the customer's perspective. We also feed win-loss data into our AI systems to understand what customers are saying when we win or lose deals against specific competitors. This approach allows us to take hundreds or thou ...Read More

    478 Views

See Event Answers

Speakers (3)

  • Ben Rawnsley-Johnson

    Ben Rawnsley-Johnson

    Head of Product Marketing, APAC · Stripe

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  • Chandra Patel

    Chandra Patel

    Senior Director of Product Marketing · Salesforce

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  • Nisha Goklaney

    Nisha Goklaney

    Senior Director of Product Marketing · HubSpot

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