You've optimized your onboarding. Your pricing page converts. Your docs are pristine. And so does everyone else's. AI tools have turned "great UX" from a competitive moat into the price of admission. When any team can ship a polished product in weeks, the PLG playbook that built Slack, Figma, and Datadog starts to break down. So where does differentiation actually live now? This talk introduces a new hierarchy for product-led growth - one that explains why most teams are fighting on the wrong layer, and reveals an emerging class of users “the Agents” that almost nobody is building for yet. Walk away with a framework for rethinking your PLG strategy and a dual checklist you can take back to your team on Monday.