Integrating Artificial Intelligence into Product Management: Enhancing Product Management Workflows : A Qualitative Study of How Artificial Intelligence Enhances Product Management

Sammanfattning

Artificial intelligence (AI) is increasingly used in organizations, yet its role in product management is not well understood. Product managers operate in complex and data-intensive environments where they must balance customer needs, technology, and business priorities. This thesis explores how AI can support product management and identifies the areas where adoption is most promising. The study applies a qualitative design with fourteen semi-structured interviews with product managers and AI specialists, supported by a literature review. The analysis draws on the Technology Acceptance Model (TAM) and Task–Technology Fit (TTF) to examine both user perceptions and the alignment between AI tools and product management tasks. Findings show that AI can contribute in three areas: customer insights, idea generation, and decision-making. Customer insights emerged as the strongest application, with AI enabling efficient analysis of large data sets. Idea generation shows potential by providing inspiration and accelerating prototyping, although human creativity remains central. Decision-making presents the greatest challenges, as concerns about trust and transparency limit adoption beyond supportive analytics. The study concludes that AI is best viewed as a complement rather than a replacement for product managers. Its role is strongest in data-driven tasks, while strategic choices continue to rely on human judgment.