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Virtual Event
Mastering AI as a Product Marketer

Mastering AI as a Product Marketer

Thursday, June 18th, 2026 • 12pm–1pm PT ·

Are you looking to become an AI-native product marketer? Join 250+ 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, June 18th, 12–1pm PT (3–4pm ET)
Location: Online (link will be sent to registrants prior to the event)
Cost: This event is free but seats are limited, so be sure to register early!

Top Questions

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

    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    I don't test for AI proficiency; I look for curiosity, comfort with ambiguity, and desire to learn. AI enables even junior PMMs to punch above their weight, accelerating the core human skills of storytelling and positioning. AI changes so fast that tool-specific skills are less important. I seek candidates who are eager to learn business context and audience nuance. With AI automating early tasks, junior PMMs can focus on high-level crafts like message differentiation and storytelling. So I eval ...Read More

    36 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    I value curiosity and problem-solving. A PMM who hit a token limit and then switched to another tool showed the kind of resourcefulness I look for. I ran a week-long project where I mentored PMMs daily, watching their learning and problem-solving. One person hit their Claude token max, so I asked if they tried continuing in Gemini. That ability to pivot and find a workaround is exactly the hunger and outside-the-box thinking I want. It's not about mastery of one tool but the drive to keep going ...Read More

    31 Views
    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I look for candidates who can quickly learn and build using AI; I might give them 24 hours to research my business and produce a deliverable, testing their curiosity and ability to generate valuable output fast. AI's two core uses for me are learning and building. I want to see candidates demonstrate both: the curiosity to dive into an industry and the skill to produce something tangible. In interviews, I give them an ambiguous problem about our space and see if, with AI tools, they can research ...Read More

    29 Views

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

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I'm pleasantly surprised by how even non-technical marketers eagerly adopt tools like Claude Code, democratizing creation and reducing dependence on partner teams. I expected skepticism, but many team members, including non-technical ones, jump into Claude Code to build tools and assets. This democratization means individuals can create without always waiting on design or engineering. It empowers them to unlock deliverables faster and fosters a culture of self-service and experimentation, which ...Read More

    28 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    The most surprising success was a video creation platform our creative team built, enabling longer-form assets, and a budget agent that consolidates financial data across systems into one simple view. Just yesterday, our creative team showed me a bespoke platform where you input characters and scripts, powered by various AI models, producing video beyond the short clips typically limited by tools like Nano Banana. This is a game-changer for digital ads. Additionally, a budget agent that pulls re ...Read More

    32 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    Surprisingly, AI as a workshop co-facilitator—building frameworks, summarizing transcripts—and using Gemini to create motivational songs during launches have been delightful and effective. In our remote environment, I use Claude to design facilitation frameworks for workshops and then feed the transcript to extract actions and takeaways, essentially acting as a co-facilitator. This lets me focus on the conversation. For morale, we generated 30-second songs with Gemini about our launch progress, ...Read More

    30 Views

  • When working on a new project, what criteria do you use to evaluate which tasks to outsource to AI?

    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    We keep humans in the loop for all AI outputs; we use tools like Agent Script to enforce determinism for product facts, ensuring accuracy, but everything is reviewed. We never fully automate any process—every AI output is reviewed. We've built tools like Agent Script that can control determinism for product-specific information. By scraping our Help Center, we ensure the AI always gives exact, accurate product details without hallucinating features. This anchors our messaging and differentiation ...Read More

    32 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    I automate tasks where we know the end result and can define what 'right' looks like, use AI as a sparring partner for ambiguous problems, and automate high-volume, low-skill tasks and deterministic content reviews with human-in-the-loop quality control. The key distinction: if we know the desired outcome and have clear standards, I'm comfortable automating. For instance, high-volume, lower-skill tasks and content review against deterministic criteria (like including certain elements, AEO best p ...Read More

    26 Views
    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    My principle is that if content will be consumed by a human, it must be human-reviewed, with high-value assets written mostly by humans and AI serving as a sparring partner for best practices; lower-stakes templated content can be more automated. For high-value assets like launch blog posts, I believe they should be largely human-written, with AI used only for review against best practices—like suggesting CTAs or customer examples to ensure rigor. AI acts as a sparring partner. On the other end, ...Read More

    25 Views

  • Where and how are you using AI in your teams?

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    The most important AI use for me is research, particularly Claude's deep research to condense weeks of learning into hours, plus Claude Code to build internal tools like ROI calculators for sales enablement. I believe human learning remains crucial for developing taste and intuition. Claude's deep research allows me to quickly become a subject matter expert, producing dense 10-page reports that replace three weeks of research. This accelerated learning helps me build strong intuition to ask smar ...Read More

    30 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    We are moving from experiments to a cohesive AI roadmap, using tools like Gemini, GPT Playground, and Claude Code, with a focus on research, dissemination via Notebook LM, and launch co-pilots to scale templated content. Our team is at different adoption levels, so knowledge sharing is key. We're programmatizing experiments into a roadmap. For research, we use AI tools to pull in actual user and buyer context quickly, avoiding slow traditional market research. Tools like Notebook LM help us prod ...Read More

    33 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    We've been using AI across our marketing org, starting with Gemini for content creation and now expanding into Claude Code for vibe coding, connecting data across Slack and Google Drive to build bespoke dashboards and campaign tools, while building a scalable foundation with secure hosting, login, a shared Git repository, and analytics. We began as a Google shop with Gemini access for content and blog creation. Recently, we gave everyone Claude Code, which sparked a lot of 'vibe coding'—people b ...Read More

    28 Views

  • How are your companies supporting the use of AI? Do you have an AI policy, enterprise licenses, Co-Work?

    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    We have company-wide Gemini and Claude Code, with limited Co-Work pilots; we encourage exploring new tools but limit expensing, and I strongly believe marketing should own AI building, not IT, because marketers have the domain expertise to prompt effectively. Gemini and Claude Code are deployed across the company, with a small Co-Work pilot to gauge usage. We restrict expensing of other AI tools to control sprawl, but we're allowed to experiment with personal accounts to test viability. Cruciall ...Read More

    28 Views
    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I differentiate between Co-Work for one-off complex tasks and Code for repeatable tools; my companies encouraged experimentation, and while AI massively boosts individual productivity, a centralized AI operating system isn't reality yet. I use Co-Work when I need to do something complex but once—like converting a PDF into a landing page. For anything I'll reuse, I build an artifact with Code. My past companies have been supportive, encouraging us to try new tools and then formalizing them. Howev ...Read More

    28 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    My company has stringent AI policies with vetting by an enterprise tech team; we have Claude Code via engineering and are building a business case for Co-Work, balancing innovation with trust and data governance. We have strict policies to ensure trust, with a dedicated team vetting AI tools. Leadership is open but cautious, moving at public-company pace. We currently have Claude Code, and I'm working on getting Co-Work approved. I use Co-Work personally for projects like a financial tracker, an ...Read More

    28 Views

  • What three things do you look for during content reviews?

    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    I look for AEO best practices: reviewing the blog post lead, clearly communicating launch stage, and including specific FAQs, which we automated from a checklist. We converted a 2-3 page Google Doc checklist of AEO best practices into AI 'Gems' that review content automatically. The key checks are: does the lead of the blog post capture attention? Is the launch stage clearly communicated? And are the necessary FAQs included? This turned a manual checklist into an automated review process, making ...Read More

    29 Views

  • Is there a specific Claude model you found works better for research?

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I just use the default Claude model for research; it works great. I also supplement with Glean to ground research in internal context, though it's best for fact-based questions. I stick with the default Claude model because it consistently delivers great results. I haven't felt the need to experiment much with other models or effort levels. Additionally, I use Glean to incorporate internal company knowledge—it can pull from internal documents and insights, giving me a more expansive report. Howe ...Read More

    25 Views

  • How do you foster AI knowledge sharing on your product marketing team?

    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    We share projects at all-hands, in a dedicated Slack channel, and through a 'PMM Marketplace' where people can find collaborators to avoid duplication. We have multiple channels for sharing: at our regular all-hands meetings, anyone can present their AI projects. We also have a Slack channel where people post updates. Additionally, we created a 'PMM Marketplace'—a space where if someone wants to build something, they can post their idea and find others who are interested in collaborating. This p ...Read More

    37 Views

  • Have you seen good examples of product marketing dashboards created by AI, and how are you using AI to build dashboards for measuring PMM work?

    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    We haven't yet built PMM ROI dashboards; instead, we track AI agent usage to see adoption and favorability, using Tableau connected via MCPs to bring data into our tools in real time. My focus has been on tracking usage of the AI agents themselves: are people using the budget agent, the campaign builder? We use Tableau, and with its MCP, we pipe usage data into our Slack or agent interfaces. That's more about adoption metrics than PMM value measurement. Measuring the ROI of product marketing wil ...Read More

    30 Views
    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I caution against creating PMM dashboards to prove value; PMM impact is inherently qualitative, shown through partner team success, not direct metrics. PMM value is often intangible—it's about how well we enable our partner teams. Trying to quantify it with metrics like content views or signups is a philosophical sinkhole. Instead, focus on being an indispensable subject matter expert and collaborative partner to GTM, product, and engineering. That's where our value is truly perceived. Dashboard ...Read More

    25 Views

  • How do you deal with AI-generated slop in top-of-funnel content creation?

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    Generic AI-generated top-of-funnel content is becoming less effective; success lies in having a unique point of view and using AI only for review and best practices, not for generating the core story. AI often produces average content that lacks differentiation. With agents now consuming content, undifferentiated SEO-driven pieces don't work. For content that truly influences buyers, you need your own opinion and storytelling. Starting from AI templates can bias you and limit originality. My app ...Read More

    30 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    AI slop often arises when partner teams lack context during prompting; we must ensure transfer of differentiation points and use it as a signal to refine our positioning frameworks. The problem often occurs in handoffs: if stakeholders prompting AI don't understand the unique value and differentiation, the output becomes generic. I focus on embedding product marketing context into the workflow, so partners can ask critical questions. When slop appears, it's feedback that our positioning isn't cl ...Read More

    28 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    I use AI to analyze competitor messaging, then push my team to create content that only we can say, resulting in truly differentiated top-of-funnel content rather than slop. AI helps by quickly showing what competitors are saying, giving us a baseline. I challenge my team: if any competitor could use the same headline, it's not good enough. By embedding that differentiation check into prompts, we produce messages unique to our product. This approach has turned AI from a slop generator into a too ...Read More

    25 Views

  • What are your favorite AI tools and workflows as a product marketer?

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    I use all Claude modes (Chat, Co-Work, Code), the AI in Google Sheets for data tasks, and Glean for internal research.

    - Claude suite: I use Chat, Co-Work, and Code depending on the need, all as my primary AI interface. - Google Sheets AI (Gemini): For data manipulation and analysis, I now just describe what I want and it does the work effectively. - Glean: For grounding research in internal company context, it's a daily tool alongside Claude.
    30 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    My top tools are Claude Code for building, Playground for granular persona-based prompts, and research tools like GetWise, while we're integrating with others like Marvin via MCPs. - Claude Code: My primary tool for building and automating. - Playground: I use it for more granular prompting, especially when building agents tailored to specific personas for content review. - GetWise: For buyer and user research, pulling in real-world insights. - We're exploring integration with Marvin and other t ...Read More

    25 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    My top tools are SlackBot (powered by Claude) for business context, Claude Code for daily builds and personal dashboards, and ChatGPT for concepting and troubleshooting. - SlackBot: Powered by Claude, it has deep context on our Slack and Salesforce, helping me draft follow-ups and move quickly with business context. It's like a partner. - Claude Code: I use it daily for both work and personal projects; I built a 'Desiree OS' dashboard managing my schedule, health, and finances. - ChatGPT: I use ...Read More

    31 Views

  • How are you using/building AI workflows/tools to enable your sales team?

    Raman Sharma
    Raman Sharma

    Confluent Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) • Mon

    The consumption dynamics don't change, but AI now allows us to easily create custom, tailored sales content on the fly, resolving past tension between standard frameworks and sales' need for personalization. Sales often needs custom content for specific customers, but PMMs historically couldn't fulfill those one-off requests due to time. Now, with AI, if we have our core messaging and fundamentals in order, we can quickly generate tailored content—industry-specific, solution-focused—in minutes. ...Read More

    27 Views
    David Esber
    David Esber

    Twilio Senior Director, Product Marketing • Mon

    We use Notebook LM as a queryable launch hub where sales can ask questions against our technical docs and positioning, shifting from push content to an on-demand model, with governance and verifiability as key. For each launch, we create a Notebook LM containing all relevant PMM materials—technical docs, FAQs, positioning. Sales can query it directly, so they get answers specific to their needs rather than us guessing what they need. This moves us beyond static content repositories to a dynamic, ...Read More

    25 Views
    Desiree Motamedi
    Desiree Motamedi

    Salesforce CMO - Next Gen Platform • Mon

    By connecting all data assets (Slack, Salesforce, PMM materials), we enable sellers to access accurate, context-rich content through tools like our website AI agent and Slack, and we're integrating Canva for templated asset creation. We use our own products: Slacks as a central hub where all PMM content lives—canvases, datasheets, customer stories—connected to Salesforce. With our Qualified acquisition, an AI agent named Piper on the website answers customer questions using our Help Center, gene ...Read More

    29 Views

See Event Answers

Speakers (3)

  • Desiree Motamedi

    Desiree Motamedi

    CMO - Next Gen Platform · Salesforce

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  • David Esber

    David Esber

    Senior Director, Product Marketing · Twilio

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  • Raman Sharma

    Raman Sharma

    Product Marketing Leader (Microsoft / DigitalOcean / Sourcegraph / Confluent) ·

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