When Everyone Can Build, What Happens to Product Teams?

AI is enabling designers, engineers and product managers to move from an idea to a polished prototype or working product faster than ever. But when almost anyone can build, speed is no longer the main constraint. The bigger risk is building the wrong thing faster.

Josh Clemm, Vice President of Software Engineering at Figma, and David Hoang, Head of Design at Atlassian, explore what this shift means for product teams:

• How teams can use AI to expand who contributes without losing direction and clarity.
• When to add friction and deliberate decision-making rather than optimizing for output alone.
• How product, design and engineering roles, ownership and collaboration need to evolve.
• Why judgment, taste, design thinking and technical quality become more valuable as building gets easier.