How does AI play into product marketing at companies where AI is not at the core of their strategy?

I've recently been reading more in Gartner’s Hype Cycle for Emerging Technologies report that last year was all about the “Peak of Inflated Expectations” with the rise of LLMs and promise of Co-pilots—or as I like to call it, "the year of AI billboards on every city corner!"

And now, we're in this "Trough of Disillusionment" where we're trying to find 1-2 clear applications of AI within organizations. But if we fast forward past those stages, you'll see we soon turn to a "Slope of Enlightenment" and ultimately, the "Plateau of Productivity" where core use cases & workflows are supercharged by AI. It's embedded in all the critical operations of a company.

So why do I bring this up, besides to reference some cool names?

Well, for many organizations we're still in the peaks & troughs. Still trying to identify a clear use case for AI applications within our companies.

So I encourage you to think about your core Product Marketing workstreams, responsibilities, etc. and try testing a few applications of AI to see what sticks. You'll quickly find things that don't work but also a few powerful concepts that do. And from there, it can spark ideas across the company.

While your company might not offer an AI solution for your end consumers, it doesn't mean you can't think about how to transform the business with the help of AI to better serve those same customers.