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imPULS with Raphael Podcast
Product Discovery in AI Times

Product Discovery in AI Times

imPULS with Raphael vor 2 Monaten

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38:29

imPULS with Raphael – Episode 2: Ekaterina Servetnik (12Lane AI)

How much of your product decisions are actually based on lived
experience, and how much is just theory that sounds good? That's
exactly what I dig into in this episode with Ekaterina Servetnik,
founder of 12Lane AI.

Ekaterina brings two decades of experience across digital
products, customer experience, and transformation programs, from
a Russian FinTech startup to a 300,000-employee bank to stints at
Deloitte and Capgemini. Today, with 12Lane AI, she helps B2B
companies use AI to figure out faster which product ideas
actually solve a problem, and which just look good.

What we talk about

Her career path: from sociology to FinTech to enterprise
banking to running her own advisory

Why she started 12Lane AI by first building a board of 12
experienced mentors, before there was even a product

The difference between knowledge and lived experience, and
why knowledge alone is worth close to nothing

How to decide which AI use cases are actually worth pursuing
versus just a nice-looking demo

Three failure stories: 18 months of development on a product
nobody could explain, a 3D HR avatar nobody wanted, and a
flagship bank branch where customers just wanted Wi-Fi and a
toilet

How AI is reshaping the product manager role, and why this
might be less an ending and more a return to real product
discovery

Why sales calls are a goldmine for product decisions, but
direct customer conversations remain irreplaceable

Her outlook for the next three years: the coming
anti-optimization trend, and why focus becomes the most important
skill

Why staying human matters more, not less, in the age of AI

Links

Ekaterina on LinkedIn:
https://www.linkedin.com/in/ekaterina-servetnik/

12Lane AI: https://12lane.ai/

12Brave: https://12brave.com/

Raphael on LinkedIn:
https://www.linkedin.com/in/raphaeltriemer/