AI is quietly dissolving the walls between company functions. Sales can write product specs. Developers speak fluent “commercial-ese.” Everyone’s more empowered, more informed, more capable. So who’s actually steering the ship?
A thought piece by a product peer1 fueled my thinking here. They describe scenarios where the decision owner is fuzzy and product debt quietly builds up, often without anyone realizing it.
Winding back a notch, my interpretation of coherence is how you get a company aligned behind a mission, with everyone pulling in the same direction.
Pre-AI, the product function was key to leading that coherence – specifically owning product-market fit and managing the interactions between the business and engineering functions. In the AI era – certainly in tech-driven companies – those functions are no longer as siloed as they used to be.
The sales function is no longer purely commercial. They’re increasingly proficient at shaping their ideas, creating business requirement documents and doing a lot of the work (at least on the face of it) that a product manager or CPO used to. I’m no longer getting one-sentence ideas and a screenshot, but thought-out requirements and case studies as a starting point.
The same is happening on the engineering side. Developers are more capable of understanding how the business operates and speaking in a way that’s coherent to the commercial side. AI is powering this mutual understanding the same way real-time translation broke down language barriers.
Probably – in both cases – new hires will be increasingly geared towards those personality types as well, accelerating the trend. So, we have less siloed functions and people much closer together in the stories they’re telling. Everyone feels more informed, better educated, and more empowered to contribute to overall strategy.
But, if everyone’s a peer, two questions emerge: Who drives the unified mission? And what does the product function do in that world?
In my current role, this broader shift met a specific moment. We had moved through earlier phases – getting the tech stack scalable, then nailing product-market fit – and were beginning to scale toward enterprise partnerships. That scaling exposed something our existing model couldn’t absorb: end-to-end accountability for the customer and partner experience was diffused across teams, and what worked at current scale would break at enterprise volumes.
A product leader has always been a bridge between functions, but in advisory or facilitating modes. What changed was the shift from coordinating decisions to owning them – from consensus to single-threaded accountability. Nearly a decade of leading product had given me context across commercial, engineering, risk and finance, so I moved to work directly with our CRO on customer experience and partnership readiness as our core operating priority.
My new mandate: optimize every decision for quality revenue and customer experience.
To accelerate that goal, I embedded myself across the full customer journey – the operational UX, the internal metrics, the competitive landscape. Not curated summaries passed up from customer-facing leads, but direct exposure to every friction and dropoff, so the trade-offs land with someone who can actually resolve them.
That’s the real shift. Those tough trade-off decisions that sat unresolved – or even unspoken – in middle management layers are now surfaced and can be acted on by someone with the cross-functional reach, time and CEO sponsorship to move quickly.
The early returns are tangible: wins in UI and GTM strategy (incorporating AI to attract attention and respond faster), plus longer-term projects to overhaul our onboarding UX and rewire how we pitch and win embedded partnerships.
So, how does this address fuzzy ownership? My hypothesis is that the CPO – and the broader product function – needs to evolve and take the lead in driving coherence.
Conversations with product peers show me we’re all feeling this pull (or push, if you’re not leaning into it). The smarter ones are concluding that the product function isn’t dead; it’s becoming the coherence function.
It’s still early days, and I’m learning as I go. But if I’m right, the best product leaders won’t be managing roadmaps – they’ll be the connective tissue holding the whole mission together. Let’s see if it holds.
1. https://www.linkedin.com/pulse/new-product-economics-engin-erdogan-txwje



