The Death of Feature Marketing: How AI Forces Cybersecurity PMMs to Become Category Architects

10:00 am
-
10:25 am
CT

AI is reshaping cybersecurity faster than traditional product marketing can adapt. As enterprises move from copilots to autonomous agents, buyers are no longer evaluating features—they are evaluating trust, governance, and operational control. This session explores how cybersecurity PMMs must evolve from messaging products to defining categories, shaping executive narratives, and building the mental models CIOs and CISOs use to navigate the autonomous enterprise.

Session Agenda

  • * Why traditional feature-based cybersecurity messaging is breaking down in the age of AI and autonomous systems
  • * How leading PMMs are evolving from product storytellers into category and narrative architects
  • * Framework for positioning trust, governance, and operational control in AI-driven enterprises
  • * Practical ways to create differentiated executive narratives in an increasingly crowded AI security market

Speakers

Hitendar Sethi

Director Product Marketing, AI Security

Palo Alto Networks

Hitendar Sethi

Director Product Marketing, AI Security

Palo Alto Networks

Hiten Sethi is Director of Product Marketing for AI Security at Palo Alto Networks, leading messaging and category strategy for Prisma AIRS and AI security initiatives. Previously at AWS, VMware, and Cisco, he focuses on AI security, platform narratives, and executive storytelling. Hiten is a published author and researcher who has written white papers and ghostwritten thought leadership on AI, cybersecurity, and digital transformation, including work tied to the Digital Vortex research program.

About this Session's Track

Product Marketing & Cybersecurity Perspective

Gain technical and market intelligence on positioning cybersecurity products, telling the right story, and translating complex technical capabilities into compelling customer value propositions.