Product leaders must personally engage with AI development. Direct experience reveals unique, non-human failure modes. Unlike a human developer who learns from mistakes, an AI can cheerfully and repeatedly make the same error—a critical insight for managing AI projects and team workflow.
Unlike mobile or internet shifts that created openings for startups, AI is an "accelerating technology." Large companies can integrate it quickly, closing the competitive window for new entrants much faster than in previous platform shifts. The moat is no longer product execution but customer insight.
Treat AI initiatives as two separate strategic pillars. Create one roadmap focused on internal efficiency gains and cost reduction (productivity). Maintain a separate roadmap for developing new, revenue-generating customer experiences (growth). This prevents conflating internal tools with external products.
Instead of simply adding AI features, treat your AI as the product's most important user. Your unique data, content, and existing functionalities are "superpowers" that differentiate your AI from generic models, creating a durable competitive advantage. This leverages proprietary assets.
To avoid chaos in AI exploration, assign roles. Designate one person as the "pilot" to actively drive new tools for a set period. Others act as "passengers"—they are engaged and informed but follow the pilot's lead. This focuses team energy and prevents conflicting efforts.
When AI automates a core task like content writing, don't eliminate the role. Instead, reframe it to leverage human judgment. A "content writer" can be transformed into a "content curator" who guides, edits, and validates AI-generated output. This shifts the focus from replacement to augmentation.
The traditional "assembly line" model of product development (PM -> Design -> Eng) fails with AI. Instead, teams must operate like a "jazz band," where roles are fluid, members "riff" off each other's work, and territorialism is a failure mode. PMs might code and designers might write specs.