The rise of the AI Prototyping: how PMs, Designers, and Engineers are rewriting the rules

For years, product teams followed a predictable rhythm:

Plan.
Design.
Build.
Ship.

Prototypes were mostly confined to the design phase — if they showed up at all. They were seen as nice-to-haves, not critical tools.

But that world is quickly disappearing.

Today, in the most forward-thinking companies, AI prototyping is redefining what it means to be a PM, designer, or engineer.
Here’s how the shift is playing out — and what it means for the future of product development.

The Old Way: Where Prototypes Lived in the Background

Most product development lifecycles still look like this:

1. Ideation

Only a small percentage of PMs or designers prototype ideas early. Most brainstorm in documents, spreadsheets, or meetings. Roughly 5% use prototypes at this stage.

2. Planning

Sketches and slides dominate. Prototypes are still rare, used by only about 15% of teams during planning.

3. Discovery

This phase is often skipped entirely, especially in feature-factory cultures. In stronger teams, about 50% use prototypes to test solutions before building.

4. PM Handoff

Very few PMs include prototypes in their PRDs. Most rely on plain descriptions or static mocks, which can lead to disconnects with design.

5. Design Exploration

This is the most common stage where prototypes appear. Around 75% of teams use them to test concepts and reduce risk before handoff.

6. Engineering Start

Because many prototypes aren’t shared across functions, engineers often start from scratch with finalized mocks. The prototype rarely survives past design.

This process has held steady for years. But it’s starting to change.

The New Way: Prototypes at Every Stage

At modern product-led companies, prototypes are no longer just design artifacts. They’ve become the connective tissue of the entire development cycle.

Here’s what that looks like in practice:

1. Ideation

PMs and designers use AI tools like Figma AI or Galileo to create rapid prototypes that clarify their thinking.
Instead of describing an idea, they show it — visually and interactively.

2. Planning

Roadmap discussions are paired with clickable flows. Stakeholders can experience the concept in real time, not just read about it in a document.

3. Discovery

Prototypes are tested with real users. They’re used to explore different directions, validate assumptions, and uncover better solutions — before a single line of code is written.

4. PM Handoff

Prototypes are now attached to PRDs, making it easier for design and engineering to align with the product vision.
This cuts ambiguity and speeds up execution.

5. Design Exploration

Designers start with the PM’s prototype and evolve it into a polished, system-compliant version.
This saves time and ensures the product direction is locked in early.

6. Engineering Start

Engineers use tools like Cursor or Windsurf to turn prototypes into production-ready code.
Some even start development from within the prototyping tool itself, accelerating velocity from day one.

What This Means for Product Teams

This shift isn’t just about tools. It’s a fundamental change in how teams think and collaborate.

• PMs are becoming visual thinkers. They use prototypes to communicate, not just write.
• Designers are accelerating decisions. They’re building on interactive ideas, not static notes.
• Engineers are working faster. They’re seeing the product vision early, and building on it directly.

Prototypes have become the fastest way to align teams, validate decisions, and reduce wasted effort.

Looking Ahead

AI-powered prototyping is no longer optional. It’s becoming the default across leading teams.

If you’re a PM still working only in docs and spreadsheets, you’re behind.
If you’re a designer not collaborating with prototypes early, you’re missing out.
And if you’re an engineer not using them to align from day one, you’re probably reinventing too many wheels.

The best product teams now speak one language — prototype.