{
  "id": 16049045,
  "title": "AI changed the speed of product development",
  "url": "https://urgent.news/2026/10/22/ai-changed-the-speed-of-product-development",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-22T12:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91623270/ai-changed-the-speed-of-product-development"
  },
  "original_language": "en",
  "account": "The rapid advancement of Artificial Intelligence (AI) technology is revolutionizing product development, causing a shift in the business landscape. The once time-intensive aspect of product development is now being expedited, while the coordination of product launches has become a bottleneck in the process. Traditional marketing organizations have long assumed that product development would dominate the timeline, with extensive planning and approvals needed to ready marketing campaigns for new software products. However, AI has changed this equation, with top-performing companies experiencing time-to-market improvements of 16% to 30%, productivity gains, and increases in customer experience and software quality of 31% to 45%.\n\nMarketing teams have adopted AI, yet less than 10% have begun to capture its value across workflows, and only 28% predict significant revamping of their marketing teams and workflows around AI. The problem lies in the fact that AI has sped up individual tasks but hasn't changed the overall campaign process. Traditional marketing structures built around slower timelines are now becoming liabilities as AI enables faster creation. Three key areas of the marketing operating model are under pressure: the quarterly campaign calendar, the agency retainer model, and fragmented workflows. These issues arise because faster product development doesn't translate to faster coordination in marketing.\n\nTo adapt to this new reality, leaders must rethink their workflows, focusing on where AI can manage campaign activity within preset parameters and where human judgment is essential. Agentic marketing systems can help streamline decision-making, execute tasks, learn from results, and adjust accordingly. The challenge for leaders in 2027 will be to redesign marketing functions to keep pace with faster product development. By focusing on the areas where AI can handle coordination and human expertise can create the most value, companies will be able to respond as quickly as their product development has become.",
  "summary": "Companies have long shaped their B2B marketing organizations around a core assumption: Product development would always be the time-intensive part of the business, with development timelines expected to stretch over months or even years. Since marketers couldn’t create a campaign for software that didn’t yet exist, organizations built their plans around the product calendar. CMOs sequenced their…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}