Research from the University of Pennsylvania estimates that "19% of workers may see at least 50% of their tasks impacted" by AI. The key word in that statement is "impacted"—not replaced. For product marketers, this means the nature of the job is changing, but the strategic core remains uniquely human.
Impacted, Not Replaced
The evidence suggests that marketers who learn to leverage AI-powered tools will see better results from their campaigns and diversify their skills. One HubSpot team member shares how she used AI to create a Python script for a massive file conversion project—despite not knowing how to code in Python. This exemplifies the new PMM superpower: using AI to expand capabilities beyond traditional skill boundaries.
For PMMs, the tasks most likely to be impacted include content drafting, data analysis, competitive monitoring, and campaign optimization. But strategic thinking, customer relationship building, cross-functional leadership, and creative positioning work remain firmly in human territory. The PMMs who thrive will be those who embrace AI for the tasks it does well, freeing time for the high-value strategic work that drives business outcomes.