Session taken from - Product Marketing Summit Seattle AI isn't disrupting PMM's most important work. It's absorbing the second job that was competing with it. Product marketing has always done two things: set strategy and produce content. AI is taking one of them. The problem is that most PMMs have been using content production as their primary value signal, and that's where the anxiety is coming from. The real opportunity isn't better prompts or faster workflows. It's the structured strategic intelligence that every AI tool, every seller, and every campaign in your organization builds from. PMMs who own that layer don't produce every artifact. They're the source everything else draws from. This session addresses the identity shift directly, shows what a canonical content layer looks like in practice, and includes real examples from how it has been built and deployed at ServiceNow at enterprise scale. Outcomes: - A framework for understanding PMM's evolving value in an AI-native organization - A practical model for structuring your messaging as retrievable knowledge rather than finished documents - A canonical audit of your own domain you can act on immediately