How Product Led Growth and Behavioural Design Shape Human and AI Interaction

In this episode of GTM Expertise, host Ben Morrell welcomes Manali Hanamsagar, a seasoned expert in product-led growth and behavioural design. Manali shares her journey through the marketing landscape, highlighting her transition from traditional marketing to the modern realm of product-led growth, especially in the context of AI. She emphasises the importance of understanding user behaviour and trust in AI products, explaining how the introduction of AI has shifted the activation moments for users. Manali provides insights into how companies can effectively integrate AI into their product strategies while maintaining user trust and engagement.The conversation delves into the nuances of product-led growth versus sales-led growth, illustrating how AI can enhance these strategies. Manali discusses the significance of behavioural design in creating user experiences that foster trust and engagement. She also shares practical tips for startups on how to navigate the crowded AI landscape, emphasising the need for clear communication and realistic expectations in go-to-market strategies. The episode concludes with a focus on the importance of user feedback and advocacy in refining product offerings and driving growth.