How Product Marketers Can Scale Their Impact with AI

In this episode, Ryane Bohm and Nathan Thompson from Copy AI sit down with Emily Pick, Lead Product Marketing Manager at Clari, to explore the real-world impact of AI in product marketing. Emily shares her journey from AI experimentation to advocacy, highlighting how AI tools are reshaping product marketing management (PMM) roles and workflows.

Key Themes & Takeaways:

1. Adoption of AI in Product Marketing
   • Emily describes her transition from “ad hoc ChatGPTing” to intentionally scaling AI across her team.
   • Quote: “If you’re not using AI now, like you’re behind...there’s maybe a little bit of foresight, a bit of career future-proofing, kind of reading the tea leaves.”
   • She’s become an internal AI evangelist, helping others see practical use cases.
2. AI Use Cases for PMMs
   • Updating Marketing Assets: AI is leveraged to update core materials like one-pagers, highspot assets, and sales decks—saving weeks of manual work.
     • Quote: “It would update the copy for me…I still think AI is at like 75 to 80% as far as output…that 75 to 80% lift is huge.”
   • Competitor & Market Research: Tools like Glean and ChatGPT help mine internal data and public forums like Reddit to surface real customer conversations.
   • Custom Asset Generation: AI enables sales and field teams to generate tailored one-pagers with the click of a button, freeing PMMs for higher-value work.
3. Challenges & Considerations
   • Accuracy & Hallucinations: AI output isn’t perfect; manual review and careful prompting are essential to avoid “confidently wrong” results.
     • Quote: “Can you imagine co-signing your name to an AI report that’s just so wrong…then they’re like, ‘Did you even check this?’”
   • Prompting & Guardrails: Success depends on specific, thoughtful prompts and ongoing trial and error as models evolve.
   • Data Privacy: Emily stresses not to input proprietary data into public AI tools without an enterprise license.
     • Quote: “‘Free is never free’—you might not be paying money, but you might be paying with your data.”
4. Career Impact of AI for PMMs
   • AI helps PMMs “future-proof” their roles and scale themselves, especially as teams shrink and expectations rise.
   • Quote: “AI won’t replace you, but somebody who uses AI will.”
   • Offloading repetitive work opens opportunities for more strategic, analytical tasks.
5. Getting Started with AI as a PMM
   • Emily recommends beginning with AI features in existing tools, then experimenting with general tools like ChatGPT.
   • Always be mindful of what data is being shared, especially in free or non-enterprise environments.