From Designers to Product Creators — Redefining Roles and Skills

Product roles aren't just being renamed. The competencies behind them are fundamentally shifting as AI lets designers prototype, PMs validate and researchers synthesise faster than ever. Drawing on a framework from UX-PM International Certification and 15 years of competency research across 15+ countries, Wojciech Chojnacki shows which legacy skills remain essential, which are being automated away and which new ones are emerging, and leaves attendees with a practical self-assessment tool for their own career or team.

Digital product roles are changing. Not because job titles are being reshuffled, but because the competencies required to shape a product have fundamentally shifted. Today, a designer can prototype a working feature without writing a line of code. A product manager can validate an idea with a functional proof-of-concept before engineering is involved. A researcher can synthesize thirty interviews in an afternoon. AI empowers every team member to have greater impact than ever, if they have the right mindset, process and skills.
Wojciech Chojnacki shares a framework developed by UX-PM International Certification, examining which legacy product and design skills remain essential, which are being automated away and which entirely new competencies are emerging. He shows how AI can multiply individual capabilities across the product creation process, without replacing human judgement.
Attendees will leave with a practical self-assessment tool they can apply immediately to their own career or their team's development roadmap. This framework builds on 15 years of UX-PM Certification work and competency research across 15+ countries, but it's built for where product work is going, not where it's been.