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.

The most interesting use of AI in product right now is not in the product itself, but in how product leaders make decisions. Teams are using AI to synthesise customer research at a scale that was previously impossible, to model the second-order effects of roadmap decisions, to identify patterns in usage data that no analyst would have found, and to stress-test strategic assumptions before they get built into a plan. This panel brings together leaders who have gone furthest down this path and are willing to share what they have actually learned. Panelists will discuss the specific ways they have integrated AI into their strategy and decision-making process, the places where it has made a genuine difference, and the places where they tried it and found it wanting. They will also tackle the harder question of what it does to a product organisation when the tools for analysis and synthesis become dramatically more powerful, what changes about the PM role, what changes about team structure, and what human judgement remains irreplaceable.