State of Product Marketing report 2023 Friend or foe: “I use tools to enhance and quickly build “AI is part of our product, so we are The evolution messaging, revamp and build outreach looking at our AI, ML, generative campaigns, or sales outreach emails, AI features, along with associated of AI and its blogs, etc.” messages and demos.” role in product marketing “It’s mostly being used for content “Ignition is used to auto-generate ideation, agendas, talk tracks, and sales GTM plans, battlecards, and copy, and outreach generation.” the same platform to make querying positioning/messaging/asset repository easy for teammates to enable sales “We use it to write copy for campaigns efforts.” and articles, and create headlines to re昀椀ne messaging. AI’s great for copywriting where a traditional expert “We’re using ChatGPT for content writing, would’ve been needed.” AI based video tools for product videos, text to voice tools, and LuciaAII for contact screenings.” “We’ve recently started using AI to suggest titles or subject lines or summaries of content as a jumping off “It’s useful for copy brainstorming, but point for ideation.” even ChatGPT is still awful for our speci昀椀c technology category. That said, it’s more useful than a thesaurus when you get “We’re leaning on AI tools to help us with stuck.” research and content development.” 84