AI is rapidly transforming the workplace, and many product managers are watching… and worrying. As companies lean into automation and machine learning, many knowledge workers—product managers especially—wonder if they’ll still have a role in a few years.
But here’s the awful truth: if an AI can do your job, it will.
There are some tasks that are ideal for AI. I had a minor heart scare and wanted to see how my blood pressure and pulse have changed over the last five years. Is something out of whack? My doctor has produced pages and pages of care summaries, which include vitals, but I certainly don’t want to read five years of doctor’s notes. “Hey ChatGPT, if I gave you a series of PDFs with notes from doctor visits, could you extract blood pressure and pulse measurements to make a chart of changes over a series of visits?”
Absolutely! ChatGPT gave me a chart and also a spreadsheet file I could download. It did in seconds what would have taken me 30 minutes or more.
But not all tasks can or should be done by AI. The key to protecting your career is staying focused on what matters most—customer insights, product strategy, and solving real problems.
Focus on Customer Proximity and Empathy
AI can process data and spot trends, but it lacks the nuanced empathy and understanding that comes from deep customer engagement. Product managers who invest in knowing their customers intimately become invaluable because they see beyond the data—they see the "why" behind user needs.
Take a product manager in a SaaS company who spends time speaking with customer support and sitting in on user interviews. By doing so, they uncover not just what customers want but why certain features resonate emotionally or functionally. When AI data suggested adding features, the product manager’s customer insights helped prioritize only those that would truly add value.
What you should do
Dedicate time each week to engage directly with users and user-facing teams.
Track customer insights and share stories that data can’t capture.
Create user personas not just as documents but as evolving insights into customer behavior and motivations.
Emphasize Outcomes Over Outputs
It’s tempting to get lost in feature development, but that’s where AI can often outperform humans—scanning for potential features based on analytics. Great product managers, however, focus on achieving specific customer or business outcomes rather than building “cool” tech. Your advantage? Context and judgment AI simply can’t replicate.
Imagine AI suggesting that a new product feature would reduce friction in user flow. A strategic product manager goes deeper, asking, “What outcomes will this feature drive?” “How will this move the needle?” By aligning features to measurable outcomes—like increased user retention or revenue—the product manager makes better business decisions.
What you should do
Align every roadmap item with a specific outcome and ensure the entire team understands these goals.
Make outcomes a metric in your performance evaluations, encouraging an outcome-oriented culture.
Avoid tech-centric goals in your product strategy; instead, focus on business and user-centric metrics.
Be a Lifelong Learner—Especially of AI Tools
I’ve heard product managers say, “If management wants us to use AI, they better teach us.” I say, “If you want a job in 3 years, you better teach yourself.”
Ignoring AI is a huge career risk. Instead, embrace it as a productivity enhancer that helps you work smarter, not harder. I use AI literally every day. The best product managers already leverage AI for competitive analysis, customer insights, and task automation. The goal is to make AI your sidekick, not your replacement. Think of it as an intern or research assistant; you still have to check its work.
A product manager who keeps up with AI tools might use AI-driven analytics software to prioritize customer feedback and pinpoint urgent pain points. AI won’t replace the product manager’s judgment but will save them hours of manual analysis, enabling quicker, more strategic responses.
What you should do
Set a weekly goal to explore or practice with one new AI tool, focusing on its potential for productivity gains.
Attend webinars or learning programs on AI applications in product management.
Integrate AI into daily workflows—whether for data analysis, predictive insights, or marketing automation.
Build Expertise in Problem Solving and Market Knowledge
AI may identify trends, but it lacks the creative, big-picture thinking that humans bring to problem-solving. Product managers who understand their market landscape, competitors, and potential disruptors are more adaptable and prepared for changes that AI can’t predict.
Consider a product manager in a highly competitive space. While AI can analyze competitor features, only a seasoned product manager can interpret market signals and align them with company goals, creating a strategic and defensible roadmap.
What you should do
Regularly analyze competitor products, market trends, and customer needs.
Schedule time to review industry news and attend conferences or webinars.
Conduct quarterly market assessments and use these to drive product strategy discussions with your team.
Own Your Career Path—Your Employer Doesn’t
In an era of rapid technological change, managing your career is critical. After all, you are the product. Your skills and experience are your features. This means continuously updating your skills, creating a career roadmap, and staying adaptable. Companies might offer learning programs, but ultimately, your professional growth is your responsibility.
A product manager focused on career ownership might set yearly goals, such as learning a new skill, attending specific industry events, or completing a certification. As AI tools become integral, they’re already ahead, viewing each as a career booster, not a threat.
What you should do
Create a personal development plan and revisit it regularly.
Treat each role or project as a way to expand your skillset and network.
Prioritize skills AI can't easily replicate, such as strategic thinking, empathy, and communication.
The tactical, technical role of product management is done. If all you’re doing is typing Jira tickets, you’re doomed.
Product managers who adapt will thrive—by focusing on customer insights, prioritizing outcomes, embracing AI tools, and owning their career growth.
The future of product management belongs to those who stay curious, strategic, and irreplaceably human.
Want to upskill your team with enhanced skills? Contact us about our learning programs, including The AI-Enhanced Product Manager.