The death of Product Management is greatly exaggerated. Last year, Danny Martinez and I discussed why Product Management is likely to become more essential, not less essential, in the age of AI.
But AI has certainly changed product development—not by replacing key roles, but by making every member of the product triad—Product Management, Design, and Engineering—more capable. This changes how we can work together to build products crafted around customer needs, something that even the best AI struggles to do.
What this essay explores
- Define functionality and goals in a clear, actionable format that drives product delivery.
- Recognize where text-heavy PRDs leave room for interpretation in visual software.
- Use prototypes to show interactions, transitions, and AI behavior across different scenarios.
- Turn simple controls and landing-page requirements into prototypes that communicate more effectively.
- Use AI coding tools to craft better specs and improve collaboration with engineering.
AI changes the division of labor across product, design, and engineering; it does not eliminate the product triad.
Key takeaway
Prototypes are the new PRD... use vibe coding to write better specs and build better products.
