If software is eating the world, what will AI do? As AI reshapes almost every function in a modern company, what happens to product marketing and the go-to-market discipline we rely on to launch and scale new products? In a world where innovation is incremental and everything just gets a little bit better, how do you actually market what’s new? In this session, we’ll look at what changes when innovation is delivered through a continuous learning system instead of a traditional product cycle. Drawing on Marc’s experience at Yahoo, PayPal, and Visa, we’ll examine the challenges this new AI-driven model creates for product teams and marketers, and outline practical AI principles you can use to clarify where value is created, how competitive advantage is built, and where to focus your effort. We’ll start with a short presentation, then move into a robust Q&A to understand how product leaders across industries are responding to this new world.