This is the takeaway of ‘Generative AI Approaches and Implications for Product Managers’1, a report by Gartner on what product managers (PMs) should do to leverage their roadmaps and portfolios. The caveat is that this takeaway is from 2023 — not long ago in the context of calendar years, but long ago in context of the breakneck developments that have since taken place in the fields of AI and GenAI. Even so, Gartner had observed that PMs would have to embed GenAI in both new and existing products, make the most of GenAI-enabling tools, and develop personalised user experiences using emerging technologies.
As it stands today, here’s how GenAI is changing the role of the PM:
1) Iterating faster with real-time user feedback, prioritisation, and prototyping:
GenAI is accelerating roadmapping by analysing troves of user data, feedback, and trends to identify complex patterns that inform strategic decisions. It can also process historical project data and real-time impact. This helps PMs prioritise product features and estimate evolving market needs.
2) Data-driven ideating and refining go-to market (GTM) strategies:
The ability of emerging technologies such as AI to rapidly turn complex data into actionable insights also extends to creative strategy. PMs can use competitor activity and market trends to fine-tune storytelling and adjust their roadmaps. The result is the transformation from intuition-based product strategy to one that is evidence-based.
3) Hyper-personalisation at scale
AI and GenAI can turn customers’ purchase history, browsing patterns, and feedback into customised experiences. They do so by capturing everyone’s tastes and behaviors, then generating messages and recommendations that are unique to that person. This shifts the focus from mass features to individualised value, helping PMs plan better omnichannel user journeys.
4) Evolving skillsets
The magnitude of change brought about by GenAI — not to mention its future potential — is propelling PMs to learn AI fundamentals, information pipelines, and software development. A basic understanding of technical concepts not only enables them to turn data into strategy, but helps them collaborate better with data, engineering, and marketing divisions within their organisations.
The time has never been more appropriate for PMs to upgrade their knowledge. And there’s no better knowledge partner than ISB, India’s #1 B-school (FT Global MBA Ranking 2025). Here’s why the 28-week Professional Certificate in Product Management by ISB Online, integrated with AI and GenAI, is the best programme of its kind in this context.
Why ISB Online?
- ISB is the #1B-school in India and the #5 best B-school in Asia as ranked by Financial Times’ Business School Rankings in 2025 (FT Global MBA Ranking, 2025)
- The institute has triple accreditation (AACSB, AMBA & EQUIS)
- Flexible, self-paced structure that fits around your professional commitments and requires just 4-6 hours a week
- Cutting-edge modules on using AI and GenAI for real-world applications, alongside demos and simulations
- 14 masterclasses with leading PMs
- 12 essential tools in the PM toolkit
- Over 200 pre-recorded videos from top ISB faculty
- 40-plus case studies, self-study activities, and discussion boards
- More than 30 graded assignments and quizzes
- The programme faculty, Prof. Rajendra Srivastava, Prof. Manish Gangwar, and Prof. Siddharth Singh are stalwarts in their respective fields. Together, they bring decades of corporate experience and academic research.
- Gain the prestigious ISB Online Alumni Status and get access to the 49,000 member-strong network and LinkedIn group, exclusive invitations to online and offline events by ISB Online.
Who is this programme for?
- The Professional Certificate in Product Management programme by ISB Online is best suited for:
- Early to mid-level professionals: Roles include product manager, strategy manager, product analyst, programme manager, marketing operations manager, and customer success manager.
- Entrepreneurs and executives: Customer Experience Officer (CXO), Senior Directors, Managing Director, Head of Product, etc.
- Industries such as retail and FMCG, media, banking and finance, healthcare, e-commerce, and IT.
What are the eligibility criteria?
Any graduate or diploma holder can apply.
Programme fees
The fee for this certificate programme is INR 2,55,500 excluding GST. Extensive financing options and student loans are available.
What’s in the PM toolkit?
Mixpanel and SQL: View analytics, instruments, and extract data to implement insights into your product
SurveyMonkey and Google Forms: Use form and survey platforms for market research
Asana and Notion: Master the fundamentals of creating a robust product roadmap
Figma and Miro: Learn the fundamentals of creating wireframes/low-fidelity mock-ups
Programme duration and modules
Course commencement date: June 30, 2025
Duration: 28 weeks
Mode: Online
Subjects covered across the 28 modules include:
- Generative AI for Idea Generation and Concept Development
- Personalisation and Customisation using Generative AI
- AI for Product Design and Optimisation
- User Persona and Journey Mapping
- Competitor Mapping and Analysis
- Experimentation for Product Validation, A/B Testing and A/A Testing
- Designing a Conjoint Survey
- Pricing Solutions, Dynamic Pricing, Product Platforms
- Scrum/Agile Team Structures
- Product Line Extensions, Product Line Pruning and Product Sunsetting
- Ways of Identifying Biases to Avoid Analytical Errors
- Net Present Value (NPV), Internal Rate of Return (IRR) and Product Profitability
- Capstone Project
The Professional Certificate in Product Management offered by ISB Online will equip you with all the skills that are key to staying relevant in a fast-changing industry — all while learning at your pace.
Visit the programme website for more details on the takeaways and FAQs, and to know more about other AI product management courses, product management certification, and product design courses.
Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.