Generative AI and Large Language Models in Hands-On Digital Product Management: Opportunities and Pitfalls – with Büşra Coşkuner (Product Management Coach, ex Doodle, ex home24)

Practices, Tools, and New Ways of Working for Product Managers in the Age of Generative AI

Artificial intelligence is no longer a topic for the future – it changes how we build digital products every day. But there is often a wide gap between hype and reality: which AI applications actually add value in everyday product management? And which shortcuts do more harm than good?

That’s exactly what I talk about in this episode with Büşra Coşkuner. As a product management coach and trainer with hands-on experience at companies including Doodle and the online furniture retailer home24, she has gained a unique view of how AI tools are applied in product management practice. Together, we go through the whole range: from market research and competitor analysis to synthetic user interviews and the automated documentation of PRDs and user stories. We look at how AI can help with conceptualization and prototyping with tools like Lovable or Figma Make – and where the limits are.

Things get particularly interesting with agentic workflows: what happens when AI writes code itself? What dangers lurk when development cycles keep getting faster? And why does automating communication in an engineering context simply not work?

But Büşra doesn’t stop at the tools. We discuss how the PM role itself is changing: are prompt engineering and evals becoming core skills? How is the product trio changing? And what does that mean for hiring in the age of AI? We don’t lose sight of the critical perspective either: where are fundamentals being ignored, which pitfalls does Büşra observe in her coaching – and how do you strike a balance between enthusiasm and healthy skepticism?

Have a listen to the fourteenth episode of the PRODUKTKRAFT Podcast to get concrete insights into how AI is already changing product management today – and what it takes to use these tools responsibly and effectively!