Generative AI (genAI) is more than a feature or a benefit. It’s not even new — many companies have been leveraging large language models (LLMs) in their products to bring exceptional benefits to customers for years. But now that genAI is much more accessible, product teams can use it to bring new and greater value through personalized recommendations, advanced data insights, and task automation. As genAI’s capabilities and use cases rapidly expand, product managers must guide decisions on using it to address customer needs and increase revenue. This report outlines essential steps and considerations for product managers to incorporate genAI into their product portfolio.