AI Tool Explorer: What PMMs Need to Know Right Now
A peer-led AI exploration with Lance Spence, frameworks, hacks, hard lessons, and the one principle that keeps you indispensable as AI reshapes the PMM role.
Open discussion format with Jammers during PMM Jam 2026 Beta. No slides, no script, just real talk.
Prompting frameworks, practical hacks, platform risk, and staying irreplaceable
PMM Jam Super Jammer, TV news producer turned PMM, and member of the Impact Award-winning Team EnCompass
The conversation.
This was not a presentation. It was an open discussion among PMM Jammers who showed up with real questions, real frustrations, and real experiences using AI in their day-to-day work. Lance kicked things off with a practical framework and the core principle behind it, then opened the floor. What followed was one of the more honest conversations of the week about where AI actually helps, where it fails quietly, and what it means for the PMM role long-term.
The session covered a lot of ground quickly. Here is what was on the table.
What we talked about.
What to take into your next prompt.
Instead of saying "write in a professional tone," say "write clearly and technically, like Notion's documentation" or "professional and direct, like Stripe's developer content." Named references give AI a specific target and dramatically improve tone consistency.
Ask AI to show its reasoning before producing the final output. In Claude, using the extended thinking or scratchpad approach surfaces how it arrived at conclusions, making it easier to spot hallucinated stats, misattributed citations, and shaky logic before they end up in your deliverable.
After getting a result, ask: "Where might this be inaccurate? What assumptions did you make that I should verify?" AI will flag its own weak spots more reliably than it will just hand you something solid unprompted.
Give AI examples of content that has already worked: a one-pager that drove sales conversations, a campaign that outperformed, a customer story that resonated. It learns the standard from what you show it, not from what you describe.
Treat the first output as a draft conversation, not a result. Push deeper: "This is too generic, go narrower on the enterprise use case." "The CTA sounds like every SaaS product, differentiate it." The second and third prompts are where the useful work happens.
Do not leave frameworks, research, or strategic documents only inside Claude, ChatGPT, or any other tool. Export, save to Notion, or store locally. Platforms can shut down access. The work lives with you, not with them.
AI speaks in technically correct language. If your audience uses different words for the same concept, and in B2B tech, they always do, AI will not catch that gap. You are still the one who knows that "data lake" means something different to your sales team than to your engineering team. That institutional vocabulary knowledge is yours, not the model's.
"You don't build a house on a tool. You build a house with a tool. Use AI to multiply what you are already good at. You are the talent."
Eve Horne, PMM Jam 2026 AI Peer SessionTake it with you.
Lance built a one-page AI Onboarding Prompting Framework specifically for product marketers. It walks through all seven elements of a high-context prompt, Goal, Who, What, Why, Structure, Examples, and the Think step, in a format you can use immediately.
Part 2: The tools in practice.
Part 1 covers why context matters and how to prompt for expert-level output. Part 2 gets into the specific tools, Lovable, NotebookLM, Gemini, Canva AI, Claude Code, and more, with real use cases and what each one is actually good for.
From Super Jammer to Impact Award Winner.
Lance Spence was one of PMM Jam 2026's Super Jammers, Jammers who went above and beyond during the sprint week. He led this peer AI session, contributed to community discussions throughout the event, and then joined Sushmita Banda and Donna Cantrill as part of Team EnCompass, which won the PMM Jam 2026 Impact Award for their work on the Civilian Compass mission.
Their submission covered five interconnected deliverables: a Clarity Framework, Persona Canvas, Messaging Map, Homepage Redesign, and Channel Strategy. It was one of the strongest team efforts of the sprint.
See Team EnCompass's work →
Lance Spence is a Television News Producer turned Product Marketer. Lance operates PMM like a newsroom, ensuring stakeholders are aligned, deadlines are met, and everything is in order across a go-to-market strategy. He brings a unique perspective to PMM teams not only because of his writing skills, but also because of expertise working as a creative, which ensures that sales enablement and other marketing materials are well communicated across the marketing organization. He is a passionate product marketing leader who loves to partner with others and bring the best of his teammates to create the best work possible.