Emily shares her journey from being terrified of AI to becoming an advocate for using it strategically in product marketing. She demonstrates how AI can transform three key PMM workflows: buyer and persona insights, feature-to-outcome mapping, and launch planning. Rather than just using AI as a faster copy machine, she advocates for treating it as a strategic copilot that can orchestrate entire workflows end-to-end. Emily provides practical prompting techniques including the PREP model (Prompt, Role, Explicit instructions, Parameters) and emphasizes the importance of designing AI systems rather than just asking for answers. She envisions a future where PMMs manage teams of both humans and AI agents, with a shared marketing brain that ingests data across the organization and provides strategic insights. The presentation concludes with actionable advice for getting started: choose a low-risk workflow to redesign, make it a team effort, and tie results to meaningful metrics.
Emily Wilson, SVP, Product Marketing & GTM Insights, Sitecore
