How AI is changing product management and what you need to know

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A product management expert shares how artificial intelligence is affecting the process for the tech and startup worlds. Photo via Getty Images

For the past 14 months, everyone has been talking about ways artificial intelligence is changing the world, and product management is not an exception. The challenge, as with every new technology, is not only adopting it but understanding what old habits, workflows, and processes are affected by it.

Product managers — as well as startup founders leading a product function — more than any other role, face a challenge of bringing new life-changing products to market that may or may not be received well by their users. A product manager’s goal is complex — bring value, stay ahead of the competition, be innovative. Yet, the "behind the scenes" grind requires endless decision making and trade offs to inspire stakeholders to move forward and deliver.

As we dive into 2024, it is obvious that AI tools do not only transform the way we work but also help product managers create products that exceed customer expectation and drive businesses forward.

Market research and trends analysis

As product managers, we process enormous amounts of market data — from reviewing global and industry trend analysis, to social media posts, predictions, competition, and company goals. AI, however, can now replace hours, if not days, of analyzing massive amounts of data in an instant, revealing market trends, anticipating needs, and foreseeing what's coming next. As a result, it is easier to make effective product decisions and identify new market opportunities.

Competitive analysis

Constantly following competitors, reviewing their new releases, product updates, or monitoring reviews to identify competitor strengths and weaknesses is an overwhelming and time consuming task. With AI, you can quickly analyze competitors’ products, pricing, promotions, and feedback. You can easily compare multiple attributes, including metrics, and identify gaps and areas for improvement — all the insights that are otherwise much harder to reveal quickly and efficiently.

Customer and product discovery

Of course, the most intuitive use case that comes to mind is the adoption of AI in product and customer discovery. For example:

  • Use AI for customer segmentation and persona creation to help visualize personas, prioritize user motivations and expectations, and uncover hidden behavior and needs. You can then create and simplify customer questionnaires for interviews and user groups and target customers more accurately.
  • Analyze quantitative and qualitative data from surveys, support tickets, reviews, and in-person interviews to identify pain points and unmet user needs and help prioritize features for future updates and releases.

Roadmap and sprint management

AI provides value in simplifying roadmap planning and sprint management. Resource optimization is often a gruesome task and AI can help with feature prioritization and resource allocation. It helps teams focus on critical work and increase their productivity. You can even analyze and manage dependencies and improve results across multiple sprints months in advance.

Prototyping and mockup generation

There is no product manager’s routine without multiple mockups, wireframes, and prototypes that explain concepts and collect feedback among stakeholders. AI has become a critical tool in simplifying this process and bringing ideas to life from concept to visualization.

Today, you can use textual or voice descriptions to instantly create multiple visuals with slight variations, run A/B tests and gather valuable feedback at the earliest stage of a product life cycle.

Job search and job interviews

Consider it as a bonus but one of the less obvious but crucial advantages of AI is using it in job search. With the vulnerable and unstable job market, especially for product roles, AI is a valuable assistant. From getting the latest news and updates on a company you want to join, to summarizing insights on the executive team, or company goals, compiling lists of interview questions, and running mock interviews, AI has become a non-judgmental assistant in a distressing and often discouraging job search process.

Use AI to draft cold emails to recruiters and hiring managers, compare your skills to open positions’ requirements, identify gaps, and outline ideas for test assignments.

We already know that AI is not a hype; it is here to stay. However, remember that customers do not consume AI, they consume your product for its value. Customers care whether your product gets their need, solves their problem, and makes their lives easier. The goal of a product manager is to create magic combining human brain capabilities and latest technology. And the best result is with a human at the core of any product.

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Natasha Gorodetsky is the founder and CEO of Product Pursuits, a Houston company that helps early stage and venture-backed startups build products and create impact.

Liu Idea Lab's Carol Tyger shares her experience on product managing for a tech startup. Getty Images

Houston expert reflects on why product management and user experience are key for tech startups

Houston voices

Consider planning a wedding. An impossible task of delivering a grand, completely personal event for all sorts of guests at a minimal cost.

At first, my fiance and I were freaking out because we heard that wedding planning is full of hidden costs and impossible expectations. But then the light bulb went off: that sounds a lot like my job as a product manager (PM). I can be the PM of my own wedding! I knew I wanted to provide a kick-ass party (great experience) for every guest (users) with limited resources (efficiently maximizing value).

Relying on my product manager skills, my fiancé and I started off by considering our goals and removing assumptions. I even conducted some user interviews by asking my friends what they value in weddings. Then we defined the "Wedding Minimum Viable Product (MVP)" and organized ourselves like a software team with a backlog and kanban board.

In the end, the wedding was a huge success. It felt just like a major software product release…from the planning to the execution. Product management is all about making a great user experience, maximizing value and working efficiently. In other words, it is a foundation for getting things done that can be applied to almost any situation.

Ultimately, as a product manager, you build an entrepreneurial mindset that can be applied to any future role. At the bare minimum, the PM is responsible for providing detailed requests for the tech team to build. But to be a great PM, it takes a lot more.

You rely on empathy. Product managers are the voice of the user for both the business and the tech team. To understand the user, you conduct user interviews, gather market analysis and collaborate with internal groups – exploring all corners of the organization – to determine user needs. Skilled product managers don't directly ask users what they want, but instead, understand through observation. You will be using various types of user data before and after software releases to forecast and measure the impact of innovations made.

You strengthen soft skills. It doesn't matter how technical you are if you don't have good rapport within the organization. The basics begin with communicating effectively, remaining flexible, acknowledging bad decisions and being comfortable with the unknown. The best product managers have built enough trust throughout the organization to lead at a senior level despite not having direct authority.

You strategize. You must understand the users, software cycle, and business needs well enough to plan months – even years – ahead while listening to and setting expectations with everyone involved. You will be blazing trails and solving new problems. The company will rely on you to operate with integrity while continuously innovating. Your entrepreneurial mindset will make setting the strategy second nature.

The entrepreneurial mindset and product management responsibilities hone skills that are not only transferable to future roles, but to your life in general. Whether you are preparing for a major software release or planning a fantastic party, your entrepreneurial mindset and product management skills will help you succeed.

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Carol Tyger is Lilie's product management expert-in-residence and was head of product at Spruce, a Houston-founded managed marketplace for apartment residents to book services such as housekeeping.

This article originally appeared on Liu Idea Lab for Innovation & Entrepreneurship's blog.

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Houston digital health platform Koda lands strategic investment

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Houston-based advance care planning platform Koda Health has added another investor to the lineup.

The company secured a strategic investment for an undisclosed amount from UPMC Enterprises, the commercialization arm of the University of Pittsburgh Medical Center. The funding is part of Koda's oversubscribed series A funding round that closed in October, according to a release.

"UPMC Enterprises’ investment is a meaningful signal, not just to Koda, but to the broader market," Dr. Desh Mohan, chief medical officer and co-founder of Koda Health, said in the news release. "It validates that health systems are ready to invest in infrastructure that makes advance care planning work the way it should: proactively, at scale, and with the human support that these conversations require. Having UPMC Enterprises as a strategic investor puts us in a unique position to prove what's possible."

Koda has raised $14 million to date, according to a representative from the company. Its series A round was led by Evidenced, with participation from Mudita Venture Partners, Techstars and the Texas Medical Center last year. At the time, the company said the funding would allow it to scale operations and expand engineering, clinical strategy and customer success. The company described the round as a "pivotal moment," as it had secured investments from influential leaders in the healthcare and venture capital space.

Koda Health, which was born out of the TMC's Biodesign Fellowship in 2020, saw major growth last year, as well, and now supports more than 1 million patients nationwide through partnerships with Cigna Healthcare, Privia Health, Guidehealth, Sentara, UPMC and Memorial Hermann Health System.

The company integrated its end-of-life care planning platform with Dallas-based Guidehealth in April 2025 and with Epic Systems in July 2025. It also won the 2025 Houston Innovation Award in the Health Tech Business category. Read more here.

UH med school gets $2M gift and more top Houston innovation news

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Editor's note: The top Houston innovation news of the month is full of fresh funding, with two Texas medical schools receiving major gifts — one of historic proportions. Below are the five most-read InnovationMap headlines from April 16-30, 2026.

UH med school granted $2M gift to offer student scholarships

A new scholarship endowment aims to support students in the University of Houston’s recently established medical school. The University of Houston’s Tilman J. Fertitta Family College of Medicine received a planned estate gift commitment estimated at $2.1 million to establish the Bob Diehl and Teresa Evans Diehl Scholarship Endowment. The scholarship will assist full-time medical students who demonstrate financial need and meet academic standards. Continue reading.

How Houston innovators played a role in the historic Artemis II splashdown

Research from Rice University played a critical role in the safe return of U.S. astronauts aboard NASA’s Artemis II mission this month. Rice mechanical engineer Tayfun E. Tezduyar and longtime collaborator Kenji Takizawa developed a key computational parachute fluid-structure interaction (FSI) analysis system that proved vital in NASA’s Orion capsule’s descent into the Pacific Ocean. The FSI system, originally developed in 2013 alongside NASA Johnson Space Center, was critical in Orion’s three-parachute design, which slowed the capsule as it returned to Earth, according to Rice. Continue reading.

Baylor scientist lands $2M grant to explore links between viruses and Alzheimer’s

A Baylor College of Medicine scientist will begin exploring the possible link between Alzheimer’s disease and viral infections thanks to a $2 million grant awarded in March. Dr. Ryan S. Dhindsa hypothesizes that Alzheimer’s may have some link to previous viral infections contracted by the patient. To study this intriguing possibility, the American Brain Foundation has gifted him the Cure One, Cure Many award in neuroinflammation. Continue reading.

New UT Austin med center, anchored by MD Anderson, gets historic gift

A donation announced April 21 breaks a major record at the University of Texas at Austin. Michael and Susan Dell are now UT Austin's first supporters to give $1 billion. In response, the university will create the UT Dell Campus for Advanced Research and the UT Dell Medical Center to "advance human health," per a press release. Continue reading.

Houston VC funding surged nearly 50% in Q1 2026, report says

Houston saw a jump in VC funding in Q1 2026, fueled by several major investments in clean energy startups. Image via Getty Images

First-quarter venture capital funding for Houston-area startups climbed nearly 50 percent compared to the same time last year, according to the PitchBook-NVCA Venture Monitor. In Q1 2026, Houston-area startups raised $532.3 million, a 49 percent jump from $320.2 million in Q1 2025, according to the PitchBook-NVCA Venture Monitor. However, the Q1 total fell 23 percent from the $671.05 million raised in Q4 2025. Continue reading.

New 'living pharmacy' biotech company launches out of Rice venture studio

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Rice University’s biotech venture studio RBL LLC has launched a new “living pharmacy” company, Duracyte, designed to make cancer treatment easier on patients.

Backed by an up to $45 million Advanced Research Projects Agency for Health (ARPA-H) award, Duracyte aims to commercialize implantable biohybrid pharmacy devices that are designed to produce therapeutic proteins inside the human body around the clock, replacing the need for regular injections and infusions for some cancer patients.

The company’s main platform is its Hybrid Advanced Molecular Manufacturing Regulator (HAMMR), a rechargeable, implantable device that can sense biological signals, monitor tumor environments and adjust therapeutic output in real time. HAMMR has wireless communication capabilities, which allow patients and clinicians to remotely monitor results through an app every five minutes and make changes to treatment plans without a hosptial visit. Additionally, the device can generate its own oxygen supply, which is key for the therapeutic cells’ survival.

“Biologic medicines such as monoclonal antibodies, cytokines and metabolic regulators already account for a significant share of modern therapeutics, but the way we deliver them today often requires frequent injections or infusions that can be demanding for patients and lead to inconsistent drug levels,” Daniel Anderson, MIT professor and co-founder of Duracyte, said in a news release. “Our vision is to enable a continuous, stable therapy by producing these medicines directly inside the body, which could improve treatment consistency, reduce side effects and ultimately transform how biologic therapies are delivered across many diseases.”

Duracyte’s first clinical trial is slated to begin by the end of 2026 and will focus on recurrent ovarian cancer. The Phase I study will build upon existing work on encapsulated cytokine pharmacy technology, and the company hopes that within a few years this treatment can reach clinical application.

The development of Duracyte is supported by ARPA-H's Targeted Hybrid Oncotherapeutic Regulation (THOR) project, which supports a multidisciplinary research consortium co-led by Omid Veiseh, a professor of bioengineering at Rice. The consortium also includes others at Rice, The University of Texas MD Anderson Cancer Center, Stanford University, Carnegie Mellon University, Northwestern University and the University of Houston, plus industry collaborators like Chicago-based CellTrans.

“What we are building is the culmination of years of progress in cell engineering, biomaterials and implantable device technology,” Veiseh added in the release. “By combining these advances with real-time sensing and adaptive drug delivery, we are working with the support of RBL to create a true ‘living pharmacy’ that can deliver continuous, precisely controlled biologic therapies and fundamentally change how these treatments reach patients.”

RBL launched in 2024 and is based out of Houston’s Texas Medical Center Helix Park. Duracyte is the third company launched by RBL, including Sentinel BioTherapeutics, a clinical-stage immunotherapy company developing localized cytokine therapies for solid tumors, and SteerBio, a regenerative medicine company targeting lymphedema.

“Duracyte exemplifies the kind of breakthrough that Houston’s ecosystem is built to produce,” Paul Wotton, managing partner of RBL LLC and co-founder of Duracyte, added in the release. “With world-class clinical infrastructure, exceptional engineering talent and initiatives like the Texas Biotech Task Force driving alignment across industry, investment and talent, this region is uniquely positioned to move the most ambitious ideas in medicine from concept to patient, faster than anywhere else.”

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