You've optimized your onboarding, perfected your pricing page and polished your docs. So has everyone else. AI has turned great UX from a competitive advantage into the price of admission. When any team can ship a polished product in weeks, the traditional PLG playbook starts to lose its edge. So where does differentiation come from now? This session explores a new hierarchy of product-led growth, why many teams are competing on the wrong things, and the emerging opportunity to build for a new class of users: AI agents. Key takeaways: - Understand why traditional PLG advantages are becoming easier to replicate in the age of AI. - Discover where meaningful product differentiation can exist beyond UX, onboarding and features. - Learn how to rethink your PLG strategy for an agentic world, with a practical framework and dual checklist to take back to your team.