PLG was never a single thing. Different panellists in this closing session have built product-led businesses in different markets, at different stages, with different definitions of what growth-led-by-product actually means in practice. That diversity is deliberate. The most useful conversation about where PLG goes next is not one where everyone agrees on a direction, it is one where practitioners with real, conflicting experience work through the hard questions together in front of a room that has spent two days living those same questions. The panel will cover the forces that are already reshaping how product-led businesses grow: the changing economics of self-serve, what AI means for the product-user relationship, the rising expectations of buyers trained by consumer software, and whether the organisational models that made PLG work in the 2010s are still fit for purpose. This is the final session of the summit, and it is designed to send you home not with a clean answer but with a sharper set of questions to bring back to your team.