AI has created a strange moment for marketers. The opportunity is enormous, but the landscape is shifting so quickly that customers struggle to make sense of what matters and what to invest in. Now, meaning has become the most valuable thing a marketer can create. Drawing on his experience working on messaging and narrative with technology leaders like Andy Jassy, Marc Benioff, and George Kurtz, and over 10 years leading his own product marketing agency, Joe Lazar will show how marketers can help customers navigate the excitement and uncertainty of the AI moment to create stories that resonate. Following, there will be a hands-on workshop where people can apply these ideas and build more empathetic, customer-centered product narratives.