Every pass includes the AI for Product Marketing Festival plus all four co-located "AI for" tracks, all breakouts, hackathons, and workshops, networking events, the exhibition floor, refreshments, lunch, and a happy hour.
What's on the agenda at the AI for Product Marketing Festival 2027?
The 2027 agenda is built around doing, not watching. Highlights include:
| Time |
Session |
| 9:15 AM |
Same headcount, different job: the AI-first PMM function, with Vijay Shankar (RingCentral) |
| 9:45 AM |
Staying in the loop without becoming the bottleneck, with Irene Lee (Kikoff) |
| 10:15 AM |
We asked, you guess: what PMMs are really doing with AI |
| 11:15 AM |
The PMM hackathon: 90 minutes to build, break, and pitch your own agent, with speakers from NVIDIA, Google Labs, Meta, and Lōd |
| 1:45 PM |
Lightning talks: where AI is helping PMM, and where it's quietly hurting it, with speakers from Trip.com Group, SAP, and Persona |
| 2:30 PM |
Handing off between multi-agent workflows without losing the thread, with Ben Rawnsley-Johnson (Stripe) |
| 3:30 PM |
From launch checklist to launch agent: what PMM should hand to AI, and what it shouldn't, with Allegra Heath and Neesah Tambe (Eve) |
| 4:00 PM |
Win the roadmap argument with a working prototype, with Emily Chesbrough (Adobe) |
| 4:30 PM |
Own how AI describes your product to buyers |
The hackathon is the centerpiece. You'll build and pitch your own agent in 90 minutes, alongside PMMs facing the same positioning and launch pressure.
Who's speaking at the AI for Product Marketing Festival 2027?
The 2027 lineup includes product marketing leaders from AI-first and enterprise companies:
- Ben Rawnsley-Johnson, Head of Product Marketing, Stripe
- Allegra Heath, Vice President of Product Marketing, Eve
- Pragnya Paramita, Director, Global Product Marketing, BTP AI, SAP
- Emily Chesbrough, Director of Product Marketing, Adobe
- Laura Thompson, Product Marketing Lead, Future AI/AR Devices, Meta
- Vijay Shankar, Senior Director, AI Product Marketing, RingCentral
- Stephanie Rubenstein, Developer Product Marketing Manager, NVIDIA
- David Zeledon, Developer Relations Engineer, Google Labs
- Irene Lee, Senior Director, Lifecycle and Product Marketing, Kikoff
- Alyssa Zhu, Director of Product Growth and Go-to-Market, North America, Trip.com Group
- Shana Vu, Director of Product Marketing, Persona
- Bhargav Brahmbhatt, Director of Product Marketing, LaunchDarkly
What are the co-located festivals?
One ticket gets you into five tracks. The AI for Product Marketing Festival shares a venue and networking spaces with:
- AI for Customer Success
- AI for Sales Enablement
- AI for GTM
- AI for Revenue Operations
That makes it a good team trip. PMM, enablement, RevOps, and CS can all attend on the same day, compare notes, and leave with one GTM plan. If you're also considering the larger London event, our Product Marketing Summit London guide covers the December edition.
Who should attend the AI for Product Marketing Festival?
The festival is built for product marketers at every level who want hands-on AI skills, including:
- Product marketing managers and senior PMMs
- Heads of product marketing and PMM directors
- Developer and AI product marketers
- Lifecycle and growth marketers who work closely with PMM
- PMM leaders redesigning their team around AI
The organizers report that 75% of attendees are in senior management, across 400+ companies.
Is the AI for Product Marketing Festival worth it?
The AI for Product Marketing Festival is worth it if you're a PMM who wants to build real AI workflows in one day, for well under the cost of most marketing conferences. It's less useful if you're looking for broad marketing strategy content, or if you already run mature AI workflows across your team.
It's worth it if:
- You know AI should be part of your job but haven't had time to build the workflows
- You want to see what other PMMs actually use, not what vendors claim
- You're worried about how AI tools describe your product to buyers
- You can bring a team and use the group rate
It's probably not worth it if:
- You want a two-day conference with multiple keynotes
- You're not in product marketing or a closely related GTM role
- You're looking for vendor demos more than hands-on work
How do PMMs win buyers when AI briefs them first?
PMMs win buyers in an AI-first world by doing two jobs: shaping what AI models say about their product, and being ready for the conversation that follows when an AI-researched buyer shows up. The second job is the one most teams miss. The buyer arrives informed, with specific questions, and they expect a direct answer, not a form.
The festival's final session, "Own how AI describes your product to buyers," gets at the first job. Here's what our data says about the second.
Expect AI-referred buyers to arrive ready to buy
Buyers who research with AI show up further along. In The Anonymous Buyer, our 12-month study of 90+ B2B software websites, AI-referred visitors converted on their very first visit at 2.10%, compared with 1.07% for Google organic visitors, and reached a qualified conversion at 0.75% versus 0.20%. AI traffic outperformed Google at 35 of 46 companies.
That changes what your landing pages and messaging need to do. These buyers have already read a summary of you. They're checking whether the summary is true.
Give them a conversation, not a form
AI-referred buyers want to talk. In our data, they accounted for 2.15% of all chats while making up only 0.68% of visits, and visitors from ChatGPT, Perplexity, Claude, and Gemini had a median conversation of 5 messages, with 72% reaching three messages or more. That's a buyer asking follow-up questions, which is exactly what a form can't handle.
Knock Chat lets those buyers start a conversation on your site, LinkedIn, Slack, or WhatsApp, and keeps the history in one place.
Decide what AI answers and what humans answer
Not every question needs a person. In our data, when an AI agent answered first, humans stepped in on 56% of product how-to questions, compared with 20% of job-seeker questions and 2% of spam. That's a messaging brief for PMMs: the clearer your product content, the more how-to questions an AI agent can handle, and the more your team's time goes to the conversations that need a human.
The Knock AI Agent answers first, and you can route conversations to AI agents or human reps based on the topic and the buyer.
Keep the thread when work passes between agents and people
Stripe's session on handing off between multi-agent workflows makes a point that applies to buyers too. When a conversation moves from an AI agent to a rep, or from sales to CS, the thread shouldn't break. Knock keeps every conversation in one relationship history, so whoever picks it up sees what the buyer already asked. Our one-thread handoff playbook covers how to set that up.
Make sure AI describes you accurately
None of this works if AI models get your product wrong. Our AI discoverability playbook and our guide on why you're not showing up in AI search cover the practical steps, from structured content to how you phrase positioning. And when buyers do reach you, the words on your buttons matter too. We cover that in the UX writing playbook for buyer control.
Best ways for PMMs to win AI-researched buyers: the shortlist
- Knock AI: Best for turning AI-referred visitors into real conversations and keeping each buyer's history in one place across your website, LinkedIn, Slack, and WhatsApp
- Structured, answer-first product content: Best for helping AI models describe your product accurately
- Regular AI answer audits: Best for checking what ChatGPT, Perplexity, and Gemini say about you and your competitors
- Win/loss interviews: Best for learning what AI-researched buyers believed before they talked to you
Heading to San Francisco? Set up your festival card and chat links with Knock AI before January 20, or grab a free Knock Personal Card to share your details in one QR code.
FAQs
When is the AI for Product Marketing Festival 2027?
The AI for Product Marketing Festival 2027 takes place on Wednesday, January 20, 2027. Some pages on the official site still list January 21, so confirm the date before booking travel.
Where is the AI for Product Marketing Festival held?
The festival is held at the Marriott Marquis, 780 Mission Street, San Francisco.
How much does the AI for Product Marketing Festival cost?
An individual early bird pass costs $495, rising to $595. Teams of three or more pay $395 per person until December 11, and PMA members can get a pass for $350.
Who organizes the AI for Product Marketing Festival?
The festival is organized by the Product Marketing Alliance, which also runs the Product Marketing Summit series, PMM Leaders Summits, and Product Marketing Festivals worldwide.
How many people attend the AI for Product Marketing Festival?
The organizers report 500+ attendees from 400+ companies, 50+ speakers, and 75% of attendees in senior management.
What's included in the ticket?
Every ticket includes the AI for Product Marketing Festival, all four co-located "AI for" tracks, breakouts, hackathons, and workshops, networking events, the exhibition floor, refreshments, lunch, and a happy hour.
What is the PMM hackathon?
The PMM hackathon is a 90-minute session where product marketers build, break, and pitch their own AI agent, led by speakers from NVIDIA, Google Labs, Meta, and Lōd.
What other Product Marketing Alliance events are coming up?
Upcoming events include the Product Marketing Summit Washington (January 28, 2027), Product Marketing Summit Austin (February 24 to 25), Product Marketing Summit New York (March 18 to 19), and Product Marketing Summit Denver (April 7 to 8).
How should PMMs prepare for buyers who research with AI?
PMMs should make sure AI models describe their product accurately, write clear answer-first product content, and give AI-researched buyers a direct conversation when they arrive instead of a form. Knock AI turns those visits into conversations and keeps every buyer's history in one place.
One thing to remember
AI will brief your buyer before you do.
Your job is to be ready for the conversation that comes next.
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