Emilia Korczynska

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


Head Of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Well next time I'm 47 seconds late to our Zoom meeting you'll know I've just choked on that smoothie. P.S. Would you feel personally attacked if your husband sent that to you? Asking for a friend. 

Credit to Matt Hyams, original link in the comments.

VP of Marketing @Userpilot. Author @ Product Rantz.

A typo in 2023: professional weakness
A typo in 2026: “I can afford human writers” flex


Jumping on the bandwagon with the 2 line posts :P

Nothing gives me more imposter syndrome than being in this "group photo" 🙈 - but since I somehow* (*it's organized by my uglier half's company...does this make me a nepo baby? 🤔) make my way there - I will do my best to share the experience of running our 7-figure ABM program on the LinkedIn ABM Bootcamp 2026 - ( https://lnkd.in/eetWvsXX) put together by ZenABM alongside the *legends* of LinkedIn ads, ABM & GTM engineering: 

 - Tim Davidson - speaking about Thought Leader Ads for ABM

 - Patrick Spychalski - speaking about ABM with Clay

 - Gabriel Ehrlich - doing a Live Q&A: LinkedIn Ads for ABM

- Ali Yildirim🌲  - speaking about Multi-Channel ABM: How to Combine Paid Media + GTM Engineering
 
- Philip Ilic - covering LinkedIn Ads + Signal-Based Outbound Strategy

- Tas Bober - Why Your ABM Campaigns Deserve Better Landing Pages

- Maximilian Herczeg - Campaign Setup & Avoiding Mistakes That Kill ABM Performance

- Kamil Rextin - Enterprise GTM Systems

- Casper Emil Sciuto Rouchmann - ABM in 2026: The Ups and Downs of the Old Dog

- Katya Tarapovskaia - From Segmentation to Signal: AI + ABM Workflows to Win Target Accounts Faster

Excited (humbled...nervous 😅) to be part of this amazing lineup!  

The cohort consists of a hands-on core program of classes & workshops that will let you launch in 4 weeks, supplemented with guest lectures on adjacent ABM topics.

Cohort start: 26 January 2026

Seats are limited - 40% are already gone so hurry up!
 
 Don’t wait to sign up!

This is marketing in 2026: in less than 2 hours, we stood up an astro site with a landing page template, connected to our Github repo & windsurf ai so that we can generate and deploy dozens of landing page variations for Google & Linkedin ads in minutes- without faffing around with copy briefs, duplicating research work, design templates and copying and pasting. This is just the very beginning of our journey with Context Engineering - but I think this is what will make the biggest sway in marketing in 2026: 

👉 Marketing teams will be able to generate & deploy various forms of assets with AI without all the tedious manual work and wasting time on repeatedly researching the same things. 

Think about it - every time you need to select an image for a paragraph, you’re making choices. You’re rummaging around Drive folders/media libraries looking for the right images, uploading them (many times), deciding what copy to choose and paste where, swapping links. All of this is tedious, vulnerable to error, and wasting your resources - the real potential in your team to do creative work. 

👉 This kind of tedious operational work and these kind of roles will practically disappear in the next couple of years. 

What this means for marketing teams and tech companies as a whole is that they can hire *a lot fewer people* and operate and much greater efficiency and velocity - freeing up resources for more business-outcome driving activities rather than pure operational stuff. 

👉 More budgets for ads, link building, influencer marketing, filming high quality original content…what not: 

The budget that used to be spent on freelancers and junior entry-level, purely operational roles will be shifted to *distribution* and more strategic content creation - this includes
👉….more investments into Influencer Marketing
If teams are not spending time on copy-pasting or even - writing usp  

👉 much higher output velocity - but distribution becomes the biggest bottleneck - rise of ABM - increase in CPCs and CPMs across all ad platforms

If you can do 10 case study calls in a week and publish all of them within minutes of the call finishing - content creation is not a blocker anymore. Updating content isn’t a blocker anymore. 

What is a blocker is the limited attention of your audience and distribution. 
 Both Organic Google, GEO & Paid social are a zero-sum game - you either rank in top 3 or not, you either get mentioned or not, you either win the auction or not - when the barriers to content creation disappear, the channels will be more crowded - so the CPCs/CPMs have to increase. 

Get in early while you can - e.g. LinkedIn ads are the cheapest they will ever be. But luckily, you’ll have more budget to spend 😎

Well, if I were to start building a marketing team all over again in 2026, I wouldn't hire people for specific roles. Being hung up on your role & this "assembly line" style of work is exactly what is holding teams back in 2026. 

The alternative? Hiring for outcomes, not roles, and having significantly fewer  BUT "full stack" folks that are pro-active, go-getters & can just deliver A to Z with AI. Less collaboration (!), fewer stakeholders, calls, and more getting 💩 done. 

A few weeks ago I read this 🔥 post about collaboration: 

"Imagine you are driving a car. It’s often useful to have someone give you directions, point out gas stations, and recommend stops for snacks. This is a helpful amount of collaboration.

An unhelpful amount of collaboration is getting out of your car to ask pedestrians if they like your car, swapping drivers every 10 minutes, or having someone constantly commenting on your driving." 

THIS. I was the only & an extremely "free range" child (# Eastern Europe in the 90s - you had to learn to cook, drive & fix electrical sockets before you learned to count to 10). I hated group work at school above everything else. 

But I accepted this sad reality at work. Whenever we had a cross-functional project (=slow, painful, frustrating) - let's face it, everyone hated everyone. Our designers hated me for the several rounds of feedback I gave every time we had a new campaign (no ofc we love & respect each other as human beings - but the moment I see a wrong line break I want to bazooka that Figma file, m'key?). I hate the wait for the landing pages more than I hate the wait for my pasta to cook as I'm writing this post. 

But then, 2025 rolled around - with Lovable. Claude Code. Cursor. Sora. Nano banana...And now... I don't want us to ever do things like we used to anymore. I don't want 5 people spending 4 hours on 10 retakes to ship one video that may flop. 

Everyone can be a designer, developer, researcher, content writer, data scientist now. If *I* can do it (& I have the manual skills of a 5 year old & the patience of a 2 year old) - *everyone* can do it. 

No of course it won't be "as good" as the pixel-perfect landing page it cost $1000s and days to build. But it will very often be *just good enough* for you to see good results FASTER. And the SPEED to result is everything - because let's face it - 90% of marketing deliverables just fail. You'll likely need to change that LP the second it gets deployed. (Same for in-app experiences - hence why teams are switching to all-in-one no-code platforms like Userpilot.) 

But many teams esp in more mature orgs are still very hung up on titles...because the personal career path and that "definition" is their to take, while business outcomes are not. The whole industry needs to change their mindset for this shift to happen.

There are 2 person teams out there that ship more (👋 Papermark) than 20 person departments. Because they really *HAVE to* be efficient. Let that sink in.

Otso Karvinen made me do this 😅 (aka his post inspired me to make my own Growth predictions for 2026, which are he same as his but in a different order, while it's still not too embarrassingly late to make them) - with limited resources and an increased stress on *efficiency* thanks to the developments in AI, I think this year will be the year of ruthless prioritization for growth teams in SaaS - and I'm betting on *just* 3 growth tactics, at least in Q1 (not that I have commitment issues, but I like to know things are working) - and based on Kyle Poyar's growth unhinged study of the most effective growth tactics in 2025 - I'm not that mainstream.  

1) Full-cycle ABM on LinkedIn + scaled outreach follow up on LinkedIn + email with "context engineering" will explode in 2026 - for B2B SaaS companies that have exhausted pure inbound & can't scale through volume growth & PLG anymore; at some point, you need to focus on scaling ACV - and e.g. inbound acquisition channels like organic SEO don't allow you to control the deal size. 

E.g. in 2026 we're jumping on the bandwagon & massively scaling our ABM operation. Since it's inception in Q4 2024, we 4-X-ed our budget (it's almost 7 figures now - 7-figure budget (!), yes, USD, not pipeline generated - so you get the memo.) 

Why? 
👉 Compared to display advertising, we've seen amazing efficiency - we're at $8.5 - 10 pipe per $ spent on average, and 1.93x ROAS. 
👉  It allows us to grow through increasing our deal size & ACV - quite predictably. It's like inbound, but in controlled environment -  for mid-market & enterprise 

What we're doing this year: 

Splitting all our campaigns by persona and targetting 8 different personas in the company with bespoke, helpful messaging;
 
Going full-cycle: we're not only targeting net new accounts, but also our customers for expansion revenue. 

We use data heavily to create contextual ad campaigns split by personas, and hyper-relevant email & LinkedIn outreach campaigns using context from sales calls recordings, Userpilot in-app analytics (product usage with user feedback from in-app surveys - super-powerful for both converting free trials into paid accounts  --> happy to show you how you can use the trial product usage data to personalize your outreach https://lnkd.in/ep_Amhsx)  

2) AIO & SEO will still rule, esp in SMB - if you can scale through. Yes, AI overviews are making inroads into organic growth - and the game has changed a bit - you now want to go after very specific queries, not just keywords. But you can scale the long tail so much cheaper & faster. 

We are investing in scaling AI-assisted, human edited content exponentially as well. 

3) Brand - the tricky one. I don't know a single marketing/growth leader who has nailed growing brand reputation predicatbly. It's not something you can easily measure either (hence CFOs hate to give budget for "brand awareness") But it's the amplifier that makes *everything* easier.

I’ve been seeing these “2016 → 2026” posts everywhere & while I don’t have any photos from that era that I wouldn’t be embarrassed about, it made me think how insanely marketing has changed over the past decade - so here’s the 2016 → 2026 marketing edition (note: in 2016 I only just started offering content marketing services after my translation agency, which I'd been running for a few years then, got a flurry of blog post & SaaS interface translation requests).

2016: It’s all about “Inbound”: after Hubspot declared “Inbound” was the thing, and traditional marketing was “dead”, we were all trying to do it as well as we could: which unfortunately meant lead gen through popups on these endless “Skyscraper technique” keyword-stuffed listicles & “How to” blog posts. You could sign up for a newsletter or webinar (run on clunky tools like go-to-webinar) or download a “lead magnet” - a 13-step checklist to something, hosted on a custom landing page built in one of popular block editor. With no GDPR, we were retargeting & enrolling anyone that had pulse onto our email lists and spam them with email blasts. “Personalization” equalled the “fist name” variable. Affiliate marketers were making fortunes. 

We were all trying to “go viral” on Facebook or YouTube, become “Growth Hackers” (by placing a link in the footnote of an email signature), declared “video was king”, and “voice search marketing” would be “the next thing” (for about 4 years in a row, until we realised it most definitely wouldn't). 

Performance marketing was mostly either Google Adwords or Facebook. Linkedin ads were pretty limited and ABM was in its infancy.  

2026:  LLMs flipped the script - thanks to them & AI overviews, nobody wants to read a 5000-word guides. In fact - fewer and fewer users want to click on search results at all, and zero-click searches are the norm. Marketing teams are  generating marketing assets (blogs, landing pages, to micro tools) with AI at scale - but even building their own internal products replacing expensive platforms. Most content is ungated - but that doesn’t help, as AI slop & how competitive marketing has become means the audience couldn’t care less about reading company-produced “resources”. What saves the day (only about just) is borrowing the clout of influencers, e.g. through Thought Leader Ads on LinkedIn. Inbound is bringing diminishing returns. So we’ve brought outreach back from the dead, and dolled it up  with GTM engineering and context engineering, building more and more sophisticated workflows and generating ultra-personalized, contextual and hopefully relevant emails…only to realise that fewer people than ever are opening and reading those emails. And for the first time ever - we often get AI-generated response to an AI generated message. New tools and models are coming out every week, and we’re all on the brink of an existential crisis…while also thinking the ‘em dash’ is the biggest of marketing faux-pas. 

What have I missed?

[“Marketing Brain” project - our biggest bet for 2026] It feels a lot of innovation in our team comes from my boss hurting my feelings 😂 First, in 2024, it was “You’re not really running ABM”, now: “Your team hasn’t adopted AI enough” 

My first reaction is typically slight defensiveness - but of course we use AI! The content team uses Gemini through a custom built AI agent to generate blog content, the demand gen team uses projects in chatGPT to generate ABM ad briefs, and also copy for landing pages, Lovable for templates, and I’ve recently started using Claude Code to generate templates & copy too! Our PMM uses chatGPT for synthesising user feedback, and recently also requested relay app access for competitive intelligence…

 …I listed this & it immediately hit me - how problematic our AI use was. 

Each marketing function playing their own AI game. 

Context, and most importantly - learnings from successful executions, and performance of the collateral (e.g. ads CTRs, landing page conversion rates) - scattered across multiple tools, spreadsheets, and team members’ tactic knowledge. 

Not accessible to other stakeholders working on the same collateral - hence - No gradual improvement & constantly giving the same feedback on different collateral to different (or even the same ) people. 

Multiple use of the same models across different tools. 

*Endless* copying and pasting with several different team members involved. 

No easy deployment without involving engineers. 

Chaos when onboarding new hires (both in terms of them finding all the knowledge bit, and in terms of internalising them fast enough) or when someone leaves - I've lived through it too many times to forget. 

And how many people do we now hire for pure copying and pasting? 

I’ve been recently experimenting with Claude Code a bit - and it blew my mind. 

Imagine if your whole marketing team could share…one brain. Same knowledge. Same skills. 

All of the team members would have access to the same knowledge pool, which would constantly update based on new learnings from performance, competitive intelligence, product development, user feedback etc. 

All of the team members would have access to the same skills too. 

Everyone would be able to draft, design and deploy from one place, without having to go through designers and engineers. 

Suddenly that list of 29 bespoke ad landing pages isn't that dauting. Suddenly you can A/B test at will. 

Context engineering is the future marketing teams can’t ignore.

Next week is going to be *intense* - on Thursday, I'm joining Allison Gillespie & Lusine Sargsyan to chat about our marketing predictions for 2026. My take: in 2026, smart marketing teams will use Claude Code to build a centralized knowledge & skills database for the entire team - largely elimintating knowledge sinkholes, repeat, teadious processes, and doing the same thing X times. Join me through the link in the comments! 👇

Two webinars and an offsite where I'm planning to record 10+ LinkedIn ABM video Ads & kickstart the "Marketing Brain" - it looks like it's going to be an intense week 🙈 anyway, I don't think you should miss this one tomorrow: because I'm going to share alllll I've learned the hard way about ABM over the past ~2 years: exactly how to plan & structure LinkedIn ABM campaigns that are built to drive pipeline & revenue - based on my experience with building a multi-7-figure LinkedIn ABM program. 

👉 What you’ll learn in this session:

🟢 1. How to set ABM goals starting from revenue - most teams start running ads without having a clue what they want to achieve (in terms of revenue...no, "generate leads" is not the answer!)...this is a big mistake. ⛔ As is setting "leads" as ABM goal 🤦‍♀️

Reverse-engineer your LinkedIn ABM strategy from revenue targets, close rates, ACV, and pipeline requirements.

🟢 2. How to calculate the right budget and target account size - most teams spread themselves too thinly - 60 ads with a 5k monthly budget and $14 CPC?! Forget it! Half of your ads won't even serve properly - so why bother?  

Understand how many accounts, impressions, and clicks you actually need to hit your goals - and what budget that translates to in terms of how many *ads* you can realistically run at a time (without spreading your budget so thin that most ads don't actually serve!) 

🟢 3. How to structure LinkedIn ABM campaigns correctly - psst, most teams overcomplicate it

Learn how to design COLD and WARM ABM campaign layers, decide how many personas and intents you can realistically target, and avoid spreading budget too thin.

🟢 4. Which LinkedIn ad formats work best for ABM - for the love of goodness, leave those Lead Gen ads pointing to "lead magnet" downloads alone 🙈

Based on how many ads you can afford to run, get a proven ad format mix for ABM campaigns, including:

Thought Leader Ads
Single image ads
Carousels
Video (when it actually makes sense)


🟢 5. How to launch without costly early mistakes - avoid LAN, account expansion on, and other horrors...

Avoid the most common LinkedIn ABM errors, including:

Launching too many ads per campaign
Over-segmentation by persona and intent
Measuring success on leads instead of pipeline

🟢 6. How to measure LinkedIn ABM success properly - again, it's not by the number of leads - we need leading & lagging metrics, for ads & campaigns 

Track what actually matters:

Account stage progression
Stage-to-stage conversion rates
Pipeline influenced
Pipeline per dollar spent

We're starting early tomorrow so don't wait & sign up in the comments! 👇

We are now in the sensitive few days when it's permissible to a) say Happy New Year b) tell strangers on LinkedIn what you would do if you were the CMO of a series-A unicorn now (even if it's not remotely what you do) c) make bold predictions about "2026 trends". 

I'll do the latter: 2026 is the year product teams finally admit what we all knew in 2025: 

We don’t have a “data problem.” 

We have a “so what do we do about it?” problem.

We’ve stacked tools like LEGO (analytics + replay + surveys + CRM + “one more dashboard”), and then act surprised when nobody can answer a simple question about their product usage without involving several stakeholders and wasting hours on data analysis across multiple dashboards.

So here are 3 predictions I’m confident will change the digital products in 2026:
 
- Session-level personalization 
- Causation-focused analytics 
- Workflow co-pilots 
 
Read more about those trends + plus how you can actually jump on the bandwagon without feeling the guilt that the AI workflows you've implemented aren't sophisticated enough to have automated yourself out of your job yet 👇

Hey folks, Hope you're all over your legendarily-long holiday food comas (I'm getting there 🙄) 2026 is the year product teams finally admit what we a

Open article: 2026 Product Predictions - A little less conversation, a little more action please by Emilia Korczynska • 3 min read

2026 Product Predictions - A little less conversation, a little more action please

[Garage sale] All of us marketers have it... it costs us a few hundred $ per year and we basically pay it for  that mental security that when that "one day" finally comes, we will be ready 🤓 I call it the 'Cemetery of Unrealised Ambitions' - and somehow, that 'one day' never comes...most of these have now been sitting in my domains list for 5+ years, so it's high time I faced the reality that I'll probably never get round to this project...anyone would like to take them off me? 😉 DM me

[backstage] Are video ads not working, or do we just suck? 🤔 Last year, our LinkedIn video ads performed 33% better in terms of CTR than industry benchmark - but were also 46% more expensive 😬As we “graduated” from hand-help iPhone skits we made in 2024 the office, we went through 5 freelance editors/agencies…it took a long time and $$$$ to put these explainer videos together…the impact was improportionate to the cost & effort. 

I don’t see a lot of video ads on LinkedIn - is this perhaps why? Or are they so *unremarkable* that I scrolled past without registering them? 🤔 

So this year, we’ve decided to do something different: 

	⁃	Take our own users, including internal users 
	⁃	Let them show us how they use Userpilot in their everyday work & what value they get out of it 
	⁃	Make it fun, user-generated content, tapping into popular TikTok trends like the “Come to Work with me” shorts or “2016 vs 2026”…


What about you, fellow kids?

Most of us are lying to ourselves re what our users really think about our product. The problem comes from how we're collecting feedback from the users - that inherently, we end up collecting feedback only from the *most motivated* folks, that want to help. And the very few rage respondents that will go to the furtherest lenghts to give you a piece of their mind. 

Typical scenario: You send out a survey via email. Response rate: 3%.

The people who do respond? Either the super fans who love everything, or the angry ones who were about to churn anyway. Everyone in the middle, the people you actually need to hear from, ignores it.

So you're making product and marketing decisions based on feedback from 3% of your users. The loudest 3%. Not exactly representative.

And here's the thing: it's not that people don't want to give feedback. They just don't want to stop what they're doing, open an email, click a link, and fill out a survey about something they did three weeks ago.

Here's how you should be gathering feedback in 2026:

👉 Ask in context, not three weeks later.

👉 Trigger NPS, CSAT, or micro-surveys right after key moments—after someone completes onboarding, uses a feature, or hits a milestone. When they actually have something to say.

👉 Keep it short. Keep it relevant.

👉 Not a 15-question survey. A quick "How was that experience?" or "Would you recommend this to a colleague?" Plus a follow-up for the "why."

👉 Combine feedback with behavior. See what users were actually doing before they gave you that score. Session replays show you the full picture. Analytics show you patterns. Now feedback isn't just a number - it's actionable.

👉  Turn promoters into advocates (while they're still warm). Someone just gave you a 9 or 10? Trigger an in-app ask for a review, testimonial, or referral right then - when they're feeling good about you, not three days later when the moment's passed.

👉  Track everything in one place.

See feedback trends over time. Spot recurring themes. Compare sentiment across segments. Connect satisfaction scores to actual product usage and business KPIs like retention and expansion.

This is exactly what Userpilot can help you with. 

We're now offering free 30-min consultations for PMMs and Marketers who want to collect real feedback at scale. Book your FREE Product Marketing consultation spot here:

Open article: Product Marketing In-App Strategy Consultation - Userpilot by userpilot.com

Product Marketing In-App Strategy Consultation - Userpilot

Can you imagine walking around with a PC, camcorder, calculator, walkman, notebook, phone, what else - a dial up modem? That’s just a few items that the iPhone has replaced. And nobody calls it “compromise”. Consolidation doesn’t have to mean compromise - and the best products prove that every day.

SaaS is catching up - hence the big push for consolidation in 2026.

So in 2026 - the best thing your GTM can do is consolidate their growth stack.

Because there’s nothing as frustrating as dropping the ball on leaky integrations - e.g. a source of leads is not really sending them to the right segment, hence they are not getting re-targetted/ not getting the right outreach message as designed. Or paying through the nose just to get access to webhooks so your team doesn’t have to spend hours on downloading & uploading CSV files…or having attribution data across 5 different tools and spending hours patching the full picture together before reporting meetings… 🙄

Userpilot lets GTM teams consolidate onboarding, engagement, analytics, feedback, and lifecycle workflows into one cross-functional growth platform — without losing depth, flexibility, or speed. (Book a quick call with us to see how we can help you reduce your spend & increase growth velocity in 2026: https://lnkd.in/eV6Cwr86) 

The result?

⬆️ More growth. More control. More security.

⬇️ Less spend. Less headcount & overheads. Less chaos. Less risk.

PLG is dead (well, dying a slow death rn, but it will be dead soon). 

Seat-based pricing is dead (finally!) 

Point solutions offering non-deterministic outcomes are cooked too.

Find out why before you argue me in the comments 😉 👇

 At Userpilot how, we're having hours-long discussions on how AI agents will re-shape product usage (how users interact with products). I'm personally (if you read my post on LinkedIn yesterday you'd k now) super-keen on building a "Marketing Brain" a single source of truth with all our marketing context, to be used by multiple agents for multiple tasks across several tools (that hopefully will give our Claude agents an easy access 🙏 😬) This gave me an idea - in the future, every company will have their "Company Brain" and an internal super-agent with an army of sub-agents, that will in turn be tapping into the specialized-agents of other tools. 

But agents alone are not enough - as Adam Levie wrote in his viral post on X recently: You don't want non-deterministic agents to work on tasks that require deterministic outcomes 😬 Imagine sending a big bank transfer...or having a loan application approved...or having your kid's university entry exams checked... 

This is why we still need software with guardrails for the agents to use…but in a few year’s time, we won’t need “traditional” user interfaces - no more buttons to click, not more text to copy and paste…traditional tooltips and customer education will become obsolete. 

But enterprise software will not. 

But it will still need to adapt - or be disrupted by agent-first incumbents:

Hey folks, Have you read this viral post by the CEO of Box, Aaron Levie, about the fate of enterprise software in the age of Agents? You should. It an

Open article: 🔮 The *interesting* future of Enterprise Products - a (non)deterministic problem 🤖 by Emilia Korczynska • 5 min read

🔮 The *interesting* future of Enterprise Products - a (non)deterministic problem 🤖

Product Managers - I'm kinda sorry for you? 🥲 Well, just like we marketers have to drive more growth with less spend (with "AI-driven Efficiencies") - you have to build your product twice now. 

Let's face it: the interfaces we're building today will become useless a few years down the road max, when software tools are used primarily by AI agents - your own agents, and (or possibly only*) "Global agents": Agents that will access multiple tools and complete "cross-platform" tasks. 

This has to happen and I don't believe software will be able to gate agentic access to keep the status quo - there's just too much efficiency to be gained if humans can stop the mindless clicking between dozens of tools in different tabs, and trying to painfully cobble them together through integrations. 

This is what I wrote about yesterday - software currently not only produces hundreds of hours over 'mindless clickling' and 'spinner waiting time' overhead - but also gatekeeps a lot of tasks to the code-literate. 

Meanwhile agents can execute multiple tasks on multiple tools at the same time. 

But for the time being - humans are still very much in the game. 

So during this transitional period -  for your product to be usable for BOTH human & agentic users - you need to build two different "interfaces" for each:

🦸‍♀ UI for humans (UI components: screens, elements, buttons, dashboards, flows, guidance, UX...)

🤖 Tool interface for agents (schemas, APIs, permissions, contracts).

And these don’t evolve at the same speed.

The agent interface is completely different.

Agents do best with:

- structured tools (clear JSON schemas /typed contracts)
- standardized connectivity (e.g., MCP-style connectors, so agents can reliably access tools/data without bespoke integrations)
- predictable outcomes (strong validation, explicit error codes)

If you don’t provide this, agents fall back to “using your UI like a human” (browser automation), which is slow, expensive, and error-prone (e.g. I blew up my Chrome profile by asking Claude to log into my LinkedIn ). This is not the way to go for agents. 

But another problem is - agents, just like users, don't always get to the right outcomes with your products. And when agentic users go wrong, you can't measure that with regular "product analytics". 

In the human world, “clicking the button” either works or throws an error. In agent land, actions are probabilistic - the agent may have tripped at some point, but still returned a "plausible" (but wrong) result.

Traditional analytics can’t explain that.

 So we’re watching a shift from product analytics → agent observability: visibility into an agent’s decisions, tool calls, context, and reasoning loops - not just outcomes.

So we need to rewire our Product Analytics as well - because the unit of analysis becomes an agent run (trajectory), not a session.

Learn more how we're making the shift from session-based Product Analytics to Agentic Observability below!

Product Managers - I'm kinda sorry for you? Well, just like we marketers have to drive more growth with less spend (with "AI-driven Efficiencies") - y

Open article: Building Product for Today 👷‍♂️ **and** for Tomorrow 🏗️ by Emilia Korczynska • 5 min read

Building Product for Today 👷‍♂️ **and** for Tomorrow 🏗️

VicRoads

Product Manager

Pearson Australia Group Pty Ltd.

In my role as Commercial Product Manager, I led the product vision, strategy, and roadmap for Teacher Education and Nursing portfolio.  This included leading the discovery process to understand customer problems and business opportunities and product-market fit. I led the digital growth strategy, author recruitment/ management, and communicate the product value proposition to internal and external stakeholders.

Commercial Product Manager - Nursing and Teacher Education

Product Manager - Higher Education 

IDP Education Ltd

IDP is a global leader in international education services. We help our customers study in English speaking countries. Our success comes from connecting students with the right course in the right institution and the right country. IDP is also a proud co-owner of IELTS, the world’s most popular high-stakes English language test, and operator of nine English language teaching campuses across South East Asia. 

In my role as Product Owner, I developed and delivered the product vision and roadmap for digital events experience. I worked closely with our global stakeholders in the co-design, validation and launch of new features. We reviewed user data and feedback to iterate and improve the online event experience.

2020 was globally a challenging year for Events. At IDP, our response to COVID-19 included:

-	The launch of IDP’s virtual events platform in 2020 to ensure IDP students could continue to connect with our country teams and institutions at our virtual events
-	The launch of a new, improved event booking platform for our partners in 2020 to provide a seamless and simplified booking experience across ANZ, US, Canada, UK and Ireland.
-	Supporting our global network teams with streamlined processes and training to move all events from physical to virtual

Digital Product Owner

- Leading user experience mapping for the redesign of the online booking
system
- Relationship management of our online booking system service for 
 52 USA test centres 
- Leading the Test Centre Advisory Group to advocate the voice of the customer through co-design of system improvements 
- Plan and prioritise the product backlog
- Collaborate with key business users and stakeholders to gather and deliver business requirements
- Analysing and reporting of issues to identify training needs 
- Developing and implementing the framework for managing defects and
enhancements
- Participate in User Acceptance Testing (UAT) and Production Verification Testing (PVT) to ensure the overall efficiency, functionality and user-friendliness of solutions
- Facilitating Co-design sessions with the test centre advisory group 

Accomplishments
-  Delivered a new knowledge management tool that resulted in a 500% increase in user adoption within the first 6 months of launching the tool
- Delivered the most successful Annual Meeting program with a 96%
satisfaction rate (highest ever)
- Successfully led the design of a communication framework to centralising comms from Head
Office to 145 offices to create a primary tool to communicate policy changes, product updates and major initiatives 
- Successfully delivered the program to centralise operational communications with a fortnightly newsletter

System and Business Process Specialist

Business Support Coordinator

•	Managing of the IELTS Test in compliance with the OH& S and security goals of the company
•	Coordinating all necessary materials for the test and supervising all technical requirements necessary for the test are working on day of test 
•	Meeting test deadlines through timely delivery and execution of tests 
•	Managing casual and part time staff to ensure timely delivery and compliance with test standards

Test Day Supervisor

Australian Centre for The Moving Image

Visitor Services Officer for the Team for the William Kentridge Exhibition, Star Voyager Exhibition and Hollywood Costumes Exhibition. Volunteered for the Disney Exhibition.

Visitor Services Officer

We Australians

content management for sponsorship, marketing and media communication

Intern -- Communications

Genesis Burson-Marsteller

Managed content and design projects for clients. Led the internal communication strategy project for Glaxo Smithkline Consumer Healthcare (GSKCH) aimed at improving employee engagement across print, face to face and online platforms. Was responsible for writing and editing of blogs, leadership notes and internal communication for Genesis BM clients.
Managed content writing and design coordination of online and offline newsletters.
Wrote the India chapter white paper for the International Advertising Association's Global Digital Download Forum Series held in Mumbai, 2008. 
Awarded the Above and Beyond Award by Genesis BM for 2008-2009 and 2009-2010

Assistant Editor

The Hindu

Interacted with key policymakers to write stories on Primary, Secondary and higher education in India. Was responsible for writing a weekly column - Campus Jottings. Also wrote the weekend front page anchor story on cinema on film culture.

Staff Reporter

Storyteller. Creative thinker. Backyard Beekeeper. 
Stories are powerful. I believe every business problem is a story waiting to be discovered. As a product manager, I believe in bringing the focus back on the people the product is for. I have a background in communication and arts management. Outside work, I love cinema and camping under the stars.

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Emilia Korczynska

Lakshmi Balakrishnan

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Lakshmi Balakrishnan

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