In this episode, Wes breaks down how PLG is evolving and why the fastest-growing AI companies are still using it, just with a completely different playbook. The old model was about reducing friction. The new model is about doing the work for the user.

It starts with Shutterstock, a company that had PLG nailed for years. But once AI image generators arrived, everything changed. Users no longer wanted to browse and compare endless options. They wanted to type what they needed and get the result instantly. That same shift is now reshaping software everywhere.

You’ll also hear examples like Google Slides vs. Gamma, Stack Overflow vs. Cursor, and Westlaw vs. Harvey, where AI-native products are not just easier to use. They are taking on more of the actual work.

The episode also breaks down the three versions of PLG. PLG 1.0 is built for builders. PLG 2.0 is powered by AI and built for editors. PLG 3.0 goes even further, with agents completing work on the user’s behalf. As products move through these stages, time to value drops and market potential grows.

If you are building a product-led company, this episode will challenge how you think about growth, user expectations, and what it takes to win in an AI-first market.