The evolution of 'agentic AI' extends beyond content generation to automating the connective tissue of business operations. Its future value is in initiating workflows that span departments, such as kickstarting creative briefs for marketing, creating product backlogs from feedback, and generating service tickets, streamlining operational handoffs.

To successfully automate complex workflows with AI, product teams must go beyond traditional discovery. A "forward-deployed PM" works on-site with customers, directly observing workflows and tweaking AI parameters like context windows and embeddings in real-time to achieve flawless automation.

To find high-impact AI opportunities, reframe the goal from speed to quality. Ask what a perfect team with unlimited time would do. This helps identify transformative workflows, like analyzing every support ticket to improve documentation, rather than just doing existing tasks faster.

The greatest value of AI isn't just automating tasks within your current process. Leaders should use AI to fundamentally question the workflow itself, asking it to suggest entirely new, more efficient, and innovative ways to achieve business goals.

Mapping a user's workflow is not enough. The critical next step is to highlight two specific types of actions: repetitive, mechanical steps (ideal for AI automation) and points where money changes hands (ideal for inserting your product and capturing value).

To unlock the full potential of AI, don't just assign it single tasks. Instead, ask: 'If I had infinite, always-available junior talent, what is the ideal process I'd have them follow for a new ticket?' This framing helps you design more comprehensive, multi-step prompts and automations.

Use AI on your own process to accelerate client work. Record discovery calls, generate transcripts, and feed them into an LLM. Ask it to identify the highest-value automation opportunities and map out the step-by-step workflow based on the client's own words.

To maximize AI's impact, don't just find isolated use cases for content or demand gen teams. Instead, map a core process like a campaign workflow and apply AI to augment each stage, from strategy and creation to localization and measurement. AI is workflow-native, not function-native.

Treat AI 'skills' as Standard Operating Procedures (SOPs) for your agent. By packaging a multi-step process, like creating a custom proposal, into a '.skill' file, you can simply invoke its name in the future. This lets the agent execute the entire workflow without needing repeated instructions.