Your strategic co-pilot: Operationalizing AI to scale strategy and execution

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