AI's promise to product marketing was simple: do the same work, faster. Draft the one pager quicker, turn the competitive brief around overnight, summarize the win/loss calls before the next standup. That promise has mostly delivered. What nobody quite predicted is what happens next, once the busywork disappears and PMMs are left staring at the time they got back, wondering what to do with it. In this fireside chat, Divya Tadi, from Thomson Reuters and Laura Curk from Proshop, unpacks what that shift looks like inside a global team juggling dozens of markets and stakeholders. The conversation pushes past the productivity headlines to ask the harder questions: which parts of AI's impact are genuinely changing how PMMs shape strategy, and which are just automation wearing a growth costume? What separates the PMMs becoming trusted strategic partners from the ones still polishing content calendars? And as the function's remit stretches closer to the decisions that actually move growth, what should the next era of product marketing leadership look like? Key learnings: - Where AI is genuinely reshaping how PMMs contribute to growth, and where it is only automating busywork - The new skills becoming real differentiators as AI absorbs tactical PMM work - What product marketing leadership needs to look like as the function's scope expands