Whilst AI will automate and generate content, humans continue to own strategy, storytelling and judgment. Jane Fu, director of product marketing at SAP Signavio, focuses on agents and the evolving PMM role in our increasingly agent-driven environment; what it means for the people in the room, and where we can create the most value. Key points: The uncomfortable truth: a lot of what passes for PMM strategy is execution in disguise. Writing the messaging doc, compiling the competitive brief, drafting the launch plan. Agents will do all of it. So where does this leave us? Our jobs are shifting and the gap is about to get exposed. As agents take over execution, the PMMs who thrive will be the ones who double down on what agents can't replicate: making the judgment call, owning the narrative, capturing context that doesn't live in a prompt, and building trust that only humans can. We're becoming agent orchestrators. This means steering agents with the right context and knowledge, setting the guardrails, and directing both people and agents toward what actually moves the business.