AI is changing how product marketing teams work and there’s plenty of chatter about “throwing out the playbook” or abandoning proven GTM fundamentals in favor of experimentation. The result is faster output, weaker strategy, and AI that amplifies noise instead of impact. This session makes the argument that winning with AI in product marketing requires strengthening your GTM playbook, not throwing it out. The most effective teams are doubling down on core PMM practices like segmentation, positioning, packaging, enablement, and customer proof, while using AI to accelerate insight, execution, and iteration. Through real enterprise SaaS examples, this talk introduces a practical operating model for AI-powered product marketing—showing where AI creates real leverage and where human judgment remains essential. Attendees will learn how to apply AI to speed up research, sharpen messaging, improve launches, and tighten feedback loops without sacrificing clarity, consistency, or credibility. Product marketers will leave with a clear framework for modernizing their GTM playbook for AI-driven markets—grounded in fundamentals, aligned to revenue, and built to scale.