Most conversations about AI in Product Marketing focus on tools, prompts, and productivity gains, but the real transformation is much bigger. Having led Product Marketing through two major AI transformations, from early AI-driven automation to today’s emerging era of agentic AI, Celest Turner Hall shares firsthand lessons from helping organizations rethink positioning, go-to-market strategy, customer engagement, and growth during periods of rapid technological change. This keynote combines real-world operator experience with a futurist perspective to explore where Product Marketing and GTM are heading next and what leaders must do now to stay ahead. Attendees will learn: - What companies get wrong when taking AI solutions to market - The biggest lessons from leading Product Marketing through multiple waves of AI transformation - How AI is changing the role and influence of Product Marketing leaders - What the next era of GTM could look like as AI agents and adaptive customer experiences become mainstream This session is designed for senior PMMs and GTM leaders who want practical insight from the front lines of AI transformation and a clearer view of where Product Marketing is headed next. Let me know if you have any questions or comments.