AI can now replicate most of what SaaS products do. You can spin up a workflow in an afternoon, skip the subscription, own the stack. The question is: should you?

Koen Stam, Director of International Sales at Personio and founder of the GTMcraft community, has watched this play out across hundreds of companies and thousands of people. His answer: some things should be automated entirely. Most things shouldn't. And knowing the difference is the most valuable skill a product company can build right now.

The baker vs. farmer analogy cuts through the noise. AI disrupts bakers fast. Farmers get stronger. But resilience is only half the challenge. The other half is growth. In a market where content, outreach, and feature velocity are all table stakes, attention has become the scarcest resource. Standing out is no longer a marketing problem. It is a product strategy problem.

Koen will share how Personio navigates this at three levels: company, product, and GTM. His through-line: product managers have always been the intersect between what is buildable and what customers actually need. That skill doesn't disappear in the AI era. It becomes the whole game.