This article analyzes how artificial intelligence changes the strategic management of product value in multi-sided digital marketplaces. The relevance of the topic stems from the rapid diffusion of generative and analytical AI across business functions and from the growing need to redesign product work around data, governance, and cross-functional coordination. The purpose of the study is to clarify how AI shifts product management from execution-heavy routines toward higher-order decisions concerning system behavior, marketplace balance, and value capture. The article uses source analysis, comparative interpretation, conceptual synthesis, and analytical generalization. The materials combine recent studies on product management, platform economics, marketplace value co-creation, human-centered AI design, responsible AI governance, and large-scale reports on enterprise AI adoption. The analytical section shows that AI compresses drafting, coordination, and first-pass analysis, while expanding the strategic significance of instrumentation, boundary-resource design, exception handling, governance, and ecosystem alignment. The findings apply to product teams operating in platform businesses that must coordinate buyers, sellers, data, models, and institutional constraints within one evolving decision system.

multi-sided digital marketplace, product value management, artificial intelligence, product management, platform governance, data instrumentation, human-AI collaboration, value co-creation, responsible AI, digital platforms

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