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What new skills will product marketers need to succeed in an AI-powered marketing landscape? (e.g., Data analysis, understanding AI capabilities and limitations)

Claudia Michon
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions MarketingApril 26

Every PMM needs to become AI-literate. If you're an IC, you need to think about how to use AI to help you scale. If you're a manager, you need to think about how it can help your team scale. If you're a senior leader, you need to think about how it can help your company scale - and even transform your industry.

Today most of the top martech platforms are building generative AI tools into their functionality, but that's not enough. PMMs should always be reading about how the tech works, how it's evolving, and think about ways to apply it to their work. IT review and procurement processes don't move fast enough to keep up so you need to stay ahead of the game.

Prompt engineering is a critical skill that is going to help PMMs accelerate their work. I think PMMs are naturally adept at this as it requires consideration of the audience (GPT) to get the desired outcome. Starter prompt templates for various PMM tasks are all over the internet. But they aren't great and you'll need to tune these to get them to spit out relevant, quality content.

It's also to ensure you're up to date on the limitations of the tech. It's not a replacement for PMM work. It's assistive. Be wary of hallucinations and always double-check the outputs. And also be careful that you aren't putting your company's IP into the public sphere. That could get you into deep water with your legal team!

Helpful Tip and Resources

  • Follow Andrew Ng on LinkedIn for thought leadership on the tech

  • Subscribe to the TLDR newsletters for Marketing and AI

  • Podcast: The Artificial Intelligence Show

  • Watch events and read the blogs of the top players in the space (OpenAI, Google, AWS, Microsoft, Nvidia, IBM, Anthropic)

  • Use AI to master AI - chat with ChatGPT and ask questions like, "Explain RAG to me like I'm in high school" or "Give me 10 ways to use generative AI for [insert use case]

LinkedIn Learning Courses

LinkedIn Learning has a couple of courses on offer. these are great to get a baseline, but remember, the tech is changing so don't expect them to be up-to-date:

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