Most PMMs are using AI at the edges - a prompt here, a summary there, but without it changing how they actually operate. The tools exist. The operating model doesn't. Yet. This session is a practical walk-through of how high-performing product marketing teams are rebuilding from the ground up. Not bolting AI onto existing workflows, but redesigning research, positioning, launch, and enablement around genuine AI leverage. You'll leave with a modern workflow map across the four core PMM functions, a clear-eyed view of where AI creates real value versus where it introduces noise and false confidence, and a repeatable operating model you can adapt for your team's size and stage.