PLG vs AI: What’s next for Product-Led Growth?

Predictions from top growth leaders on how AI is reshaping growth work.

Hello everyone 👋 I’m Kate Syuma, and welcome to Growthmates.news — the newsletter where we explore growth stories to inspire your professional and personal growth. Join the community of 7,000+ Product, Design, and Growth people from companies like Amplitude, Intercom, Miro, Atlassian, Grammarly, Framer, and more.

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I was chatting with friends in the PLG community, and one question kept coming up: “Will PLG survive, or is AI about to transform it into something completely new?”

That got me thinking — it’s not just about whether PLG lives or dies. It’s about how it evolves, what new capabilities AI brings, and how product teams can stay ahead instead of playing catch-up.

In this newsletter, I want to explore that question from all angles: real insights from PLG leaders, examples of AI tools already reshaping onboarding and user growth, and even a few predictions from ChatGPT itself.

By the end, you’ll have a clearer picture of the AI-powered PLG landscape — and maybe a few ideas for how to prepare your product today.

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What top PLG voices say about its future

So, a few weeks ago, I asked a friend in the PLG community:

💬 “Do you think PLG as we know it will survive in the next 3–5 years — or will AI transform it into something entirely new?”

I was genuinely surprised to see how positive we are about the future.
Here’s what I heard back from leaders across the industry 👇

Kyle Poyar — Founder & Creator, Kyle Poyar’s Growth Unhinged:

“In the future, product-led growth won’t be about making products that are easy to use. It’ll be about products that use themselves: completing tasks, sharing insights, and recommending next steps. And users will expect these agentic experiences to continue across every interaction, whether they’re on the website, ready to buy, or need help. Think of the Lovable experience where the agent does the work (building an app) and recommends what to do next.”

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Ramli John — Founder at Delight Path:

“PLG isn't dying, it's evolving into something far more powerful. AI will amplify the core principle of user success driving company success through mass personalization. Today's constraint is human bandwidth: every success path requires manual design. The opportunity is that AI that auto constructs personalized experiences using modular components. Imagine 1,000 users seeing 1,000 different onboarding flows, each optimized for their specific success outcome.”

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Andrew Capland — Coach for Heads of Growth, author ofDelivering Value with Andrew Capland:

“I'm very excited about the future of PLG. One of the reasons why sales-led has converted well in the past is because of hyper-personalization (i.e. good sales reps customized their sales process based on specific things they learned about prospects). The challenge with product-led is that (at best) you can only have a few segments that see different stuff inside of your product. But AI completely changes that. I've never been more bullish.”

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Ollie Forsyth — Founder of NEW ECONOMIES:

“In the coming years, PLG will look radically different. Existing AI tools, and new ones, will reshape how teams and products perform, from customer acquisition to onboarding to retention to expansion. Companies that fail to adopt AI in their PLG strategies risk falling behind.”

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My take? PLG will be in a better shape 💪

“What resonates with me the most is the idea of hyper-personalisation with the power of AI. We have already seen how AI onboarding agent can double activation, and I’m sure we’ll see more of agentic AI experiences for all parts of the funnel”.

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3 products that can enhance your PLG with AI

Instead of waiting for a moment when your PLG process becomes outdated, you can start enhancing it today by embedding some tools into your Growth team's stack.