In a recent LinkedIn post, product management expert Melissa Perri cautions that artificial intelligence, while powerful, may inadvertently accelerate a common pitfall in product development: the ‘build trap’. Perri argues that AI’s capabilities, if not guided by sound strategy, can lead teams to produce more of the wrong things, faster.
The Amplified Build Trap
Perri highlights the persistent issue of companies focusing on the speed of development rather than the value of what is being built. She observes that AI is now enabling teams to prototype, generate user stories, and ship updates at an unprecedented pace. However, this acceleration without a clear strategic direction can be detrimental.
“The build trap was never about how fast you could build. It was about building the wrong things. AI doesn’t fix that fundamental problem, it amplifies it.”
As Melissa Perri points out, the core challenge remains unchanged: fostering a product-led, impact-focused organization instead of operating a reactive ‘feature factory’. She elaborates on this point, stating:
“If your team was building features customers didn’t want before, now they can build twice as many features customers don’t want, twice as fast. The core issue remains the same. You’re still running a reactive feature factory instead of fostering a product-led, impact-focused organization.”
Strategic Use of AI in Product Discovery
Instead of using AI to bypass essential product development phases, Perri advocates for its strategic application. She suggests leveraging AI to gain deeper insights into customer behavior, understand user feedback more effectively, and validate assumptions before committing to building features.
According to Melissa Perri, the companies that are truly succeeding with AI are those that prioritize thoughtful consideration of what to build. This strategic approach ensures that AI serves as a tool for innovation and customer value, rather than a means to increase output of unwanted products.
The Enduring Relevance of Product Principles
Perri reflects on the enduring relevance of the principles outlined in her book, “Escaping the Build Trap.” She notes that the fundamental shift from feature factories to impact-focused organizations is more critical than ever in the age of AI.
“The principles for shifting from feature factories to impact-focused organizations haven’t changed, they’ve become even more critical as AI accelerates everything we do.”
Melissa Perri concludes by posing a crucial question to the industry: “How are you ensuring AI helps you build the right things, not just more things?” This question underscores the need for a strategic mindset when integrating AI into product development workflows, emphasizing that true progress lies in delivering customer value, not just in rapid iteration.
📝 About This Content
This article is based on insights shared by Melissa Perri on LinkedIn.
📅 Originally posted on November 20, 2025 | View original post on LinkedIn →