Strategic Digital Product Management in the Age of AI

The role of software product management is key for building, implementing and managing software products. However, although there is prominent research on software product management (SPM) there are few studies that explore how this role is rapidly changing due to digitalization and digital transformation of the software-intensive industry. In this paper, we study how key trends such as DevOps, data and artificial intelligence (AI), and the emergence of digital ecosystems are rapidly changing current SPM practices. Whereas earlier, product management was concerned with predicting the outcome of development efforts and prioritizing requirements based on these predictions, digital technologies require a shift towards experimental ways-of-working and hypotheses to be tested. To support this change, and to provide guidelines for future SPM practices, we first identify the key challenges that software-intensive embedded systems companies experience with regards to current SPM practices. Second, we present an empirically derived framework for strategic digital product management (SPM4AI) in which we outline what we believe are key practices for SPM in the age of AI.