Every GTM team is racing to deploy AI agents, but if they're all powered by the same models and the same CRM data, why would any of them outperform the rest? The answer is context. CRM records and conversation transcripts give AI memory, but they don't provide judgment. They don't define your market, your positioning, your messaging, or the unique perspective that makes customers choose you over the competition. Without that context, AI agents simply reproduce average thinking at scale. In this session, Zach Vidibor, CEO and Co-founder of Octave, explores why product marketing is becoming one of the most valuable functions in the AI era. As AI becomes increasingly commoditized, the competitive advantage shifts to the one thing every organization owns but few operationalize effectively: its product marketing strategy. Through practical examples and a live demonstration, you'll see how leading GTM teams are turning positioning, messaging, and market insight into an always-on intelligence layer that powers both human teams and AI agents. Key takeaways: - Why AI models are becoming commodities, and why context is the new competitive advantage. - The difference between captured context (data and memory) and authored context (positioning, messaging, and judgment). - Why product marketing owns the most valuable input for AI-powered go-to-market teams. - How leading organizations are operationalizing product marketing to improve both human and AI performance.