As we kick off 2026, AI is no longer a future consideration for product marketers — it's table stakes. Here are my predictions for how AI will reshape our profession this year.
1. AI-Native PMM Tools Will Dominate
Forget plugins and add-ons. This year, we'll see purpose-built AI tools designed specifically for product marketing workflows — from competitive intelligence to positioning document generation. The winners won't be generic AI tools with marketing features bolted on; they'll be tools built from the ground up for PMM use cases.
2. "AI-Powered" Becomes Meaningless
Every product will claim to be "AI-powered" in 2026. The phrase will lose all meaning. Smart PMMs will focus on demonstrating specific AI capabilities and outcomes rather than generic buzzwords.
3. Competitive Intel Gets Real-Time
AI will enable truly real-time competitive monitoring. No more quarterly battle cards — expect living documents that update automatically as competitors change pricing, messaging, or features.
4. Content Volume Explodes (Quality Becomes the Differentiator)
AI makes content creation trivially easy. The challenge shifts from "can we produce enough content?" to "how do we stand out in a sea of AI-generated noise?" Human insight, original research, and authentic voice become premium.
5. PMM Headcounts Flatten
Companies will realize they can do more with smaller, AI-augmented PMM teams. Expect hiring to slow while expectations increase. The PMMs who thrive will be those who embrace AI as leverage.
6. Personalization at Scale Becomes Real
AI finally makes true 1:1 personalization possible. Sales enablement, content, and messaging will adapt in real-time to specific prospects, industries, and use cases.
7. Voice of Customer Gets Automated
AI will analyze customer calls, support tickets, and reviews at scale, surfacing insights that used to require months of manual research. Win/loss analysis becomes continuous, not quarterly.
8. Strategic Thinking Becomes the #1 Skill
As AI handles more tactical work, the PMMs who can think strategically — setting direction, making judgment calls, navigating ambiguity — will be in highest demand.
9. Cross-Functional AI Fluency Required
PMMs will need to understand how AI is being used across product, sales, and marketing. Being siloed in "just PMM" won't cut it anymore.
10. The Best PMMs Will Build Their Own AI Workflows
Top performers won't just use off-the-shelf AI tools — they'll create custom workflows, fine-tuned prompts, and automated pipelines unique to their company's needs.
The Bottom Line
2026 will be a pivotal year for product marketing. The profession isn't going away — but it is transforming. The PMMs who lean into AI, develop strategic chops, and find ways to deliver uniquely human value will thrive. Those who resist or ignore these changes will struggle.
Which predictions do you agree with? Which did I miss? I'd love to hear your thoughts.