Every product manager in 2025 faces the same question from their stakeholders: what is our AI strategy? The pressure to integrate AI into products is intense, coming from leadership, customers, investors, and competitors simultaneously. But the gap between AI hype and AI reality remains enormous, and product managers who cannot navigate that gap risk making expensive mistakes.
At PR_D_CT DAY 2025 in Ghent, Koen Boncquet from HubSpot brought a rare perspective: that of a Group Product Manager at a company that has been integrating AI into its product suite at scale. His talk was not about the promise of AI but about the practical reality of shipping AI features to millions of users, including the failures, the surprises, and the lessons learned.
For an audience navigating their own AI decisions with far fewer resources than HubSpot, Koen's talk provided a grounded framework for making smart AI bets without falling prey to the hype cycle.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
