The AI landscape is moving fast, and most product teams are struggling to figure out where they fit. At PR_D_CT DAY 2024, Peter Vermaercke and Steffie De Kerpel from In The Pocket cut through the hype with a structured framework for thinking about AI agents and their implications for product strategy. Their talk used the metaphor of aviation to help product leaders chart a course through the emerging agent ecosystem.
The central question was deceptively simple: in a world where AI agents are becoming the primary interface between users and services, what role should your product play? The answer, as Peter and Steffie demonstrated, is not one-size-fits-all. Depending on your product's strengths, your data assets, and your relationship with users, you might become an agent, a plug-in, or a data source. Each path has distinct requirements, opportunities, and risks.
The talk combined strategic frameworks with practical exercises, giving attendees a concrete methodology for evaluating their own products against the emerging AI agent landscape.
