AI Didn’t Kill Product-Led Growth. It Supercharged It.

Airbnb is not going away. Ai won’t kill Amazon, Google, Expedia, Booking.com. What Ai could do, is supercharge and catapult these brands into new verticals and product offerings.

Why the smartest companies are embedding AI to make their products more profitable, and what that means for hiring.

There’s a lot of noise about AI-first startups. But the real revolution? It’s happening inside the products you already use.

While everyone is chasing the next ChatGPT moment, something quieter, but arguably more profound, is unfolding: existing B2B and B2C products are embedding AI to drive smarter growth.

And in doing so, they’re evolving the very nature of Product-Led Growth (PLG).

This isn’t the end of PLG.

It’s PLG, supercharged.

PLG Was Always About Letting the Product Sell Itself

The promise of PLG has always been simple: build a product that’s so intuitive, so valuable, and so aligned with user needs that it drives its own growth. No demos. No friction. Just value → activation → expansion.

But traditional PLG still relied heavily on human systems:

  • Analysts pulling usage reports

  • Growth PMs manually iterating on onboarding flows

  • Support teams interpreting feedback loops

Now, AI is scaling and optimizing these mechanics in real time.

AI Is Making PLG Smarter, Faster, and More Profitable

Here’s what that looks like inside modern products:

  • Personalized Onboarding
    AI dynamically adapts tutorials, guides, and surfaces based on user behavior—improving time-to-value dramatically.

  • Automated Upselling
    ML models identify ideal upgrade moments based on usage patterns, feature interest, and intent signals.

  • Retention Prediction
    Products now flag users likely to churn before they do—giving teams time to intervene with smart nudges or offers.

  • Embedded Support
    AI agents handle Tier 1 questions instantly, while routing high-value issues directly to product teams for iteration.

  • Feature Discovery and Recommendation
    Just like Spotify suggests music, your B2B platform can now suggest features that match the user’s goals.

All of this feeds back into the PLG engine: better user experiences, higher conversion rates, and deeper retention.

The Real Innovation Isn’t Building New AI—It’s Embedding It

While AI-native products get the headlines, the more powerful transformation is happening inside travel tech, proptech, fintech, healthtech, and beyond. Companies in these sectors aren’t trying to become AI companies. They’re using AI to make their existing products more intelligent, personalized, and revenue-generating.

That’s where the real ROI lives.

But PLG + AI Still Depends on Human Capital

Here’s the catch: none of this happens on autopilot. AI-enhanced PLG still depends on the right people to design, implement, and refine the systems.

If you’re a founder or product leader rethinking growth, these are the roles that matter more than ever:

  • Product Operations to connect tools and systems

  • Growth PMs to experiment with activation and conversion

  • Product Analysts to interpret and train the right AI signals

  • Lifecycle marketers to design journeys AI can personalize

  • UX researchers to keep AI aligned with real human needs

PLG is evolving—but it’s still human-led at the core.

The Bottom Line: Product-Led Growth Isn’t Dead. It’s Evolving.

AI isn’t a replacement for PLG, it’s an accelerant.
It helps you scale the things PLG already promised: better onboarding, faster activation, deeper retention, and smarter monetization.

The companies that understand this won’t abandon PLG.
They’ll upgrade it.

And they’ll start by hiring accordingly.

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