As we reflect on 2024—a year marked by significant layoffs across the tech industry—there’s no denying that the landscape of product management is undergoing profound shifts. With many experienced product professionals now in transition, the path ahead in 2025 feels both uncertain and full of opportunity. How can product managers—whether currently employed or looking for their next role—prepare for success in the rapidly evolving world of tech and product? And how do we navigate the growing influence of AI in our field?
Let’s break down what’s changing, where we’re headed, and how product managers can position themselves to thrive in 2025.
AI: The rise of AI agents and the hybrid team model
In 2024, the rise of AI technologies, especially AI agents, continued, and they now perform many of the manual, repetitive tasks that traditionally occupied a product manager’s time. Tasks like data analysis, prioritisation based on historical patterns, and even managing some aspects of feature delivery are now in the hands of AI-powered tools. While this shift raises concerns about job displacement, it also creates an exciting opportunity for AI-enhanced product teams.
Marty Cagan consistently emphasises that the product manager's role is not just to handle tasks, but to set the vision and drive the team towards outcomes. With AI tools taking on some of the more administrative tasks, and product owners taking on the transformational aspects of the team, product managers are freed up to focus on high-level strategy and product innovation.
"Great product teams are relentlessly focused on outcomes, not outputs." — Marty Cagan
In 2025, a successful product manager will likely need to blend traditional product management expertise with AI-enhanced capabilities. Think of it as the emergence of a "hybrid" role—AI agents and AI-powered product managers working in tandem. Learning how to leverage AI tools, while still maintaining the human touch for decision-making, will be critical for PMs looking to stay ahead.
Thanks to Claire Vo, CPTO at LaunchDarkly and founder of ChatPRD, for her insightful talk earlier this year on this exact topic. Not the demise of PMs but more PMs 2.0! (or are we at 5.0 by now?).
What tools should you master to relaunch yourself as a PM 2.0?
- AI-based tools for user testing, feedback analysis, and prioritisation - for example, UsabilityHub, Hotjar with AI-driven insights, Lookback.io or other tools that provide AI-enhanced insights for user testing and feedback analysis.
- Automated workflow platforms for task management - for example, Trello, Monday.com, ClickUp with AI integrations, or other project management platforms with AI integrations to automate workflows, task assignments, and reminders.
- Data analytics tools with AI capabilities - for example Tableau, Google Analytics with AI insights, Power BI) powerful analytics tools with AI capabilities for deep data analysis and visualisation.
- AI-driven product roadmap and backlog management - for example Craft.io, Aha! with AI-assisted prioritisation): or any tools that use AI for more effective product roadmapping and backlog management, for smarter prioritisation decisions.
- AI for user behaviour analysis and prediction - for example Mixpanel, Heap Analytics, Amplitude, or others that help predict future trends and user actions.
- Natural language processing (NLP) tools for customer feedback - for example MonkeyLearn, Lexalytics. NLP-based tools are great for analysing and extracting insights from vast amounts of customer feedback, reviews, and other large sets of textual data.
“Today, PMs can go from idea to interactive prototype in minutes with AI tools like Replit, Buildship, Bolt, Loveable... The list goes on. Stop telling—start showing. That’s PM 2.0”
Alastair Preacher, CPO and Product Tapas Founder
Expanding roles: The return of full-stack product managers
Another significant trend from 2024 is the expectation for product managers to wear multiple hats. Thanks to layoffs and tighter budgets, many product people are now expected to stretch their skills to areas like UX design, product marketing, and analytics. Product ops has also become a key role for many, helping bridge the gap between product strategy and execution.
Teresa Torres has discussed the trend of what I call “full-stack PMs,” and how product managers are now often expected to manage cross-functional teams and take on strategic and operational roles simultaneously.
"Product management is no longer a siloed discipline. It’s a team sport. And the more well-rounded you are as a product manager, the more impact you’ll have." — Teresa Torres
In 2025, this trend will only accelerate. My advice is to think critically about what type of product manager you want to be—whether that’s in a B2B SaaS context or a B2C environment, focusing on growth, innovation or platform transformation, and whether you’re more of a strategist or an execution expert. The versatility you bring will become even more important.
Self-reflection: Define your product manager identity
The key to navigating 2025 with confidence is self-awareness. Reflecting on what you bring to the table and where you want to focus will be critical in this new landscape. Are you more focused on 0-1 product innovation, building from scratch, or are you drawn to transforming and scaling existing products? Maybe you’re a strategic thinker or an executor—understanding your strengths and where you want to grow will help you focus on the right opportunities and position yourself for either a new role or to be successful and grow within an existing one.
Melissa Perri often highlights the importance of clarity in defining your product manager role. She suggests that product managers should “know what they stand for” and have a clear understanding of who they are as a product leader.
“You can’t be everything to everyone, so focus on what makes you unique and valuable in the product world.” — Melissa Perri
With expectations evolving, understanding your specialisation, and how to market it, will help you not only succeed but stand out.
Whether you’re more aligned with B2B SaaS, consumer-focused products, or growth/innovation strategies, there’s a place for every type of product manager. But you must decide where you fit and double down on developing the right skills for that path.
Key challenges and considerations for 2025
In addition to AI and full-stack expectations, there will be other challenges in the coming year:
- Scaling with limited resources: In a climate where budgets are tighter and tech companies are scaling back, PMs will need to become even more resourceful.
- Continuous learning: Keeping up with emerging tools, technologies, and trends will be essential to staying competitive.
- The shift to product-led growth: More organisations are embracing product-led growth, which will require product managers also to be proficient in driving engagement, adoption, and retention.
- Commercial ownership and profitability: Product managers in 2025 will need to take greater ownership of cost-to-serve, profitability, and ROI. Ensuring that product delivery is financially viable and aligned with business goals will be crucial for long-term success.
- Proposition and pricing: PMs should not shy away from stepping into proposition and pricing conversations to ensure the product’s value is accurately communicated and the ROI is maximised. Getting involved early in these discussions is key to ensuring product success.
Top tips for product managers to hit 2025 like you mean business
To set yourself up for success in 2025, consider these key strategies:
- Embrace AI and commit to continuous learning: In 2025, staying competitive means getting comfortable with AI tools that can automate tasks, analyse data, and refine product decisions. At the same time, never stop learning. Keep up with emerging tools, frameworks, and methodologies, and focus on developing skills that will help you stay ahead, ensuring you're always evolving with the landscape and ready for future challenges.
- Be a full-stack, commercially-focused PM: In 2025, it’s essential to broaden your scope beyond just product development and user experience. You’ll need to take ownership of the cost-to-serve, profitability, and ROI of your products. This means getting involved in pricing, proposition, and ensuring your product’s financial impact aligns with business objectives—ultimately, delivering both value and profitability.
- Refine your role identity: Dig deep and consider what type of product manager you are or want to be. Are you focused on innovation or optimisation? B2B or B2C? Define your niche, your speciality, your superpower/s.
- Network and build relationships: Build a strong network of peers, mentors, and collaborators. Lean on your communities like Product Mind Community, and Female Product Lead, whether you’re employed or looking for your next role.
- Embrace change and thrive: The tech industry is evolving at a rapid pace, and with that comes exciting opportunities. By staying adaptable and proactive, you can lead the way through change and continue to innovate in your area of focus. Seize the chance to shape the future of product management, stay ahead of the curve, and turn challenges into opportunities for growth and success.
The future of product management in 2025 is going to be a dynamic blend of AI innovation, evolving skill sets, and a need for self-awareness and adaptability. The product professionals who thrive will be those who embrace new tools, hone their specific set of skills, and stay true to the unique value they bring. By preparing now, both in terms of skills and mindset, you’ll be ready to hit the ground running in 2025 with purpose and confidence.
“ As I look to build out my new team in a world where I have to be mindful of budget. I'm looking for people who are fully rounded in Product craft with a specialism which I want to balance across the full team, designers included. Such as researching skills, strong executer, data analysis, etc.”
Janie Ellwood (Product Director at Segen)
Let’s make 2025 the year where product managers rise to meet the future, ready to shape the next wave of product excellence.
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