Behind the Craft · Sunday, September 13, 2026
Pedro Franceschi of Brex argues that the traditional product manager (PM) playbook of writing PRDs and aligning stakeholders is obsolete due to AI. He notes that AI is blurring the lines between traditional roles like engineering, product, and design, with PMs increasingly writing code and engineers making product decisions.
“You tweet this, you tweet that the PM playbook of writing PRDs and aligning stakeholders is dead.”
“And and I think many PMs wish this was true. But like, yeah, is this true? Can you unpack this a little bit or?”
“So the lines between what was traditionally engineering or product or design, I think is getting more and more blurred.”
“And you see PMs writing code, you see designers, you know, writing code and building things, you see engineers making decisions that with data and context that was traditionally being in the PM realm.”