Shaping Product Innovation in the Age of AI

By Larissa Levy

“Always move forward” isn’t just a mantra, it’s a mindset for thriving in a world where AI rewrites what’s possible almost weekly. Moving digital products forward isn’t about rushing ahead blindly, it’s about moving with purpose: learning constantly and adapting strategies in real time. 

To deliver measurable value faster than ever, heads of commerce and digital experience from major brands such as Globo, Quinto Andar, Vivo Telefônica, Cinemark, and SSENSE routinely partner with Work & Co on the strategy, design, development, and launch of standout products. Repeatedly, we’ve found that regardless of the size of the company or the technology in question, innovation only happens when there’s a true willingness to evolve. Here, we dive into four of the themes that have marked our ability to innovate in the age of AI.

Agility redefined: more than frameworks, it’s a mindset

Agility is often linked to process, but AI has compressed time and redefined what agility means.

In the projects I’m involved in, we’ve learned that innovation isn’t a one-and-done exercise. It must be a living process that is fueled by constant observation, rapid prototyping, and continuous experimentation. I’ve seen entire roadmaps shift after a single round of user testing. And that’s okay! That’s what keeps products alive and relevant.

I think of agility as a combination of speed and discernment. It’s not about shipping for the sake of shipping. It’s about choosing wisely what’s worth building now, focusing on quality and outcomes rather than just outputs. That’s innovation that makes sense.

AI as a tool, not the hero

Within this mindset, AI is a powerful enabler, but it doesn’t solve anything by itself. The value lies in how it’s applied to solve real problems, with direct impact on people’s lives.

I think back to a particularly meaningful project with the largest housing platform in Latin America. Already seen as an innovator, the company wanted more than visibility—they wanted deeper engagement, efficiency for agents, and continuous improvement for users. Rather than chase futuristic promises, we focused on how AI could act as a strategic resource: listening, interpreting data, and providing meaningful guidance. Together, cross-functional teams including designers, engineers, and product strategists, ran proofs of concept, prototyped, and tested ideas with real users. The most impactful features were rolled out incrementally, keeping pace without compromising the core experience.

Living roadmaps, evolving organizations

The biggest lesson from digital experiences and core digital products in the age of AI is that roadmaps aren’t static, they’re hypotheses in constant revision. The roadmap shifts and adapts as markets change, as user behaviors shift, and as technology evolves.

Organizations leading digital transformation already know that moving quickly isn’t enough; they must move purposefully. That only happens when teams are willing to test, learn, and innovate constantly. AI enables that, but culture sustains it.

The future belongs to those who act

In the end, what separates leaders from followers is their bias towards action. To put ideas out into the world, listen to the response, adjust, and launch again, without losing sight of what truly matters: solving real problems for real people. In the AI era, forward is the only direction. Continual progress is made possible by approaching the work with courage, clarity, and consistency, and a desire to learn, improve, and turn momentum into impact.

“Always move forward” isn’t a delivery metric, it’s an operating philosophy. From this approach we understand that the biggest risk is doing nothing, and the greatest value lies in the ability to evolve, even amid uncertainty.

Interested in learning more? Dive deeper into Work & Co’s approach to superior digital products.

About the author

Larissa Levy is a Product Management Director at Work & Co with over 10 years of experience in product management and strategy. She is passionate about solving problems and creating opportunities for users and businesses. Her extensive background includes business analysis, market research, and user behavior research, fostering a broad perspective and contributing to the launch of innovative digital experiences in telecommunications, wellness, and finance.