Björn Waide: When Everyone Can Build: What's Left for Product Management?

If anyone can build a prototype in an afternoon, what is the distinct value of product management? It's an uncomfortable question, and one product leaders can no longer afford to defer.

AI coding tools are rewriting what it means to build software. Engineers at leading AI labs report that 100% of their code is now AI-generated. Andrew Ng describes teams proposing twice as many PMs as engineers. At Meta, product managers are rebranding as "AI builders." The boundaries between deciding what to build and actually building it are dissolving fast.

Björn Waide, CEO of a 100-person software company and founder of an AI consultancy, has been in the room where this shift is happening. With a background spanning software engineering, product leadership at XING, and direct coaching from Marty Cagan, he has worked with a wide range of companies navigating this transition firsthand. What he brings isn't a theoretical framework, but a sharp set of observations from practice: walking into client meetings with AI-generated prototypes instead of slide decks, running customer workshops with AI persona avatars, and watching product teams wrestle with this new reality day to day.

In this hands-on workshop, we'll work through the questions product leaders need to answer now: Where does the PM role end and engineering begin when AI handles implementation? How do you restructure teams when the bottleneck shifts from building to deciding? And what new skills do product leaders need to develop, in themselves and in their teams, to stay relevant?

You'll leave with a sharper perspective on what product management becomes in an AI-native world, and concrete first steps to evolve your own role and organisation.

LinkedIn: https://www.linkedin.com/in/bjoernwaide/