In GenAI and Search: Differences from a Product & UX Perspective, we started looking at differences between search and GenAI from a user needs perspective. We looked at the tools in terms of use cases.
Now we’re going to turn more towards how we present things. This skips over everything in the Machine Learning Ops (MLOps) flow. And that’s okay. Because maybe we should be starting with the goal. After all, before you spend what could be millions, whether it’s for a consumer facing startup or an internal Enterprise tool, it’s probably wise to do some prototyping and testing anyway. (For MLOps, See: What is MLOps? (Amazon), What is MLOps? (Google), Why You Need MLOps.) By the way, I’m focusing here on user facing products, whether consumer or business. (As opposed to internal tools for analysis or production, marketing tools, etc. Though these certainly can have UX concerns as well.)
Figuring out how to design products to better serve users is of course not entirely your job. Whether you’re an entry level product manager or senior leadership, you’re ideally living more in the customer problem space. You’re looking across all things. Yes, you’re looking at features, functions, benefits. But also the dozens of other things to do. Which is why you work with your talented Design Leads. Whether direct reports or as a shared service, your design partners need to be getting up to speed on GenAI if they haven’t already. So your job is likely more along the lines of figuring out where or if AI is useful for your business; either for internal production or your actual products. And if it is, you might be the one – or at least be among the several – advocating for the resources to build out capabilities.
The classic question for Product Managers remains… How much do you really have to know in a specific domain; code, design, whatever? If you go too deep in any one area, chances are you won’t be very effective at your cross-functional tasks. This topic treatment is intended for skimming and basic understanding so you can work well with your talented design and tech colleagues. Our goal here isn’t to get anyone in Product to a practitioner level. It’s more to give you the tools to contribute effectively and have customer focused conversations with your specialist colleagues and drive requirements of value. Depth here once again depends on the type of product person you are. If you’re solidly on the business side, your whole product might be a P&L exercise for you and most functions and other team members are ‘just’ a line item on a spreadsheet as far as you’re concerned. A Technical PM? OK, you’re in the weeds with everything from APIs to whatever. Most of us are somewhere in between. One thing generally seems true though… if something comes up in a new domain where no one has clear responsibility yet, chances are you’re going to own it while an organization gets up to speed with where to put the new thing.
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