Where AI and Human Connection Meet: Pendo
Using data and consumer psychology to drive smarter conclusions
I've been reflecting on the vision for this blog, and the more I think about it, the clearer it becomes. My focus isn’t just AI or people —it’s the intersection of the two.
With the evolution of AI and technology, some are quick to assume that metrics and data points tells them all about, "this is how people are." While data reveals behavior, it doesn't explain why people act the way they do.
It’s just like saying because I log onto a website weekly, I am super interested in it; what if my reason is far from being interested.
Yes, it indicates interest, but you don’t know why I haven’t taken the action you want- Buy or Try.
Quantitative Analytics focuses on what is happening using numerical data and statistical analysis. It identifies patterns, trends, and correlations through structured data like clicks, conversion rates, and A/B test results.
Example: Tracking bounce rates or checkout completion percentages.
Qualitative Analytics uncovers the why behind user behavior. It relies on non-numerical insights—opinions, motivations, and experiences—gathered through interviews, open-ended surveys, and user feedback.
Example: Watching session recordings to see how users navigate a website.
Both are essential. Quantitative tells you what’s happening; qualitative tells you why.
After much thought, I’ve decided to start a new series; “Where AI and Human Connection Meet. This will focus on companies that seamlessly merge AI with human insights to create better products and marketing strategies.
Of course, this won’t be the only goal of this blog, but this is a series I know you will gain a lot from.
The first company I’m looking at is Pendo.
Founded in 2013 by Todd Olson and a team of former product leaders, Pendo was built on the vision of empowering companies to create better product experiences through data-driven insights and in-app guidance. The platform helps product teams understand user behavior, collect feedback, and drive adoption—all without requiring engineering support.
Unlike competitors that focus solely on analytics (like Amplitude) or digital adoption (like WalkMe), Pendo uniquely integrates product analytics, in-app messaging, user feedback, and roadmapping into one seamless platform. This all-in-one approach enables teams to make faster, data-backed decisions while ensuring users remain engaged throughout their journey.
As Pendo has grown, it has invested heavily in AI-driven automation to enhance decision-making. With predictive analytics and sentiment analysis, companies can anticipate user behavior, detect friction points, and automate personalized experiences. This fusion of AI insights and human-centered design allows businesses to refine their products in real time.
Beyond the software, Pendo has cultivated a strong community and education ecosystem. By acquiring Mind the Product, one of the largest product management communities, and hosting Pendomonium, an annual conference focused on product-led growth, Pendo has positioned itself as more than just a tool—it’s a thought leader in the industry.
Recognizing the growing role of Product Operations (Product Ops), Pendo has expanded its offerings to help companies centralize insights, optimize workflows, and align product strategies across teams. The company is also extending its reach beyond SaaS, exploring applications in healthcare, finance, and other regulated industries.
With an increasing focus on AI-powered automation, predictive analytics, and digital adoption, Pendo continues to evolve as a leader in Product-Led Growth (PLG) and Product Experience (PX). By shaping how companies design, build, and scale their products.
Pendo is redefining what it means to create truly user-centered digital experiences.
And to me this is what matters.
User-centered digital experiences.
When a product is built with this mindset, the only way they should market their product is in a people-focused way.
Pendo has embraced people-focused marketing by ensuring its brand, messaging, and campaigns prioritize human connection, product teams' real needs, and community-driven engagement. Here’s how:
1. Community-Led Growth (Mind the Product Acquisition)
Pendo acquired Mind the Product, the world’s largest product management community, to embed itself in conversations that matter to product managers, rather than just selling to them. By providing education, insights, and networking opportunities, Pendo positioned itself as a partner in career growth, not just a software vendor.
2. Storytelling & Real-World Use Cases
Pendo’s marketing is deeply rooted in storytelling, featuring real-life customer success stories that highlight the people behind product decisions. Instead of focusing purely on features, Pendo showcases how its platform helps teams build better experiences for their users—humanizing the pain points, struggles, and wins of product managers.
3. Product-Led Growth (PLG) with Human Touch
While Pendo is a PLG company, it doesn’t rely on self-serve growth alone. It complements its free trials and product-led onboarding with personalized customer interactions, ensuring that companies get real guidance on how to optimize their products.
4. Customer-Led Content & Research Reports
Pendo actively listens to its users and publishes industry research, such as the State of Product Leadership Report, based on extensive surveys of product teams. This positions Pendo as a brand that amplifies its audience’s voice rather than just pushing its own agenda.
5. Empathy-Driven In-App Messaging
Since Pendo’s own platform allows businesses to guide users with in-app messages, it sets an example by using thoughtful, non-intrusive nudges in its own product. The tone of its messaging prioritizes guidance over promotion, helping users navigate the platform intuitively.
6. Pendomonium: More Than Just a Conference
Pendo’s annual conference, Pendomonium, isn’t a sales-driven event—it’s an experience. It gathers product leaders to discuss challenges, innovations, and trends, reinforcing the idea that Pendo is invested in the success of product teams, not just in selling software.
7. AI + Human-Centered Decision Making
Pendo’s use of AI isn’t just about automation—it’s designed to enhance human decision-making. The company markets its AI capabilities as a way to help product teams anticipate user needs, not replace human intuition. This positions AI as a tool for better human understanding rather than just a data-driven optimization engine.
Pendo’s marketing is a masterclass in blending PLG with human connection. Rather than treating users as just data points, they position themselves as co-creators of better product experiences. By amplifying the voices of product managers, investing in education, and prioritizing community engagement, Pendo ensures that its marketing reflects the human side of product development.
This is a perfect meeting spot.
Letting your marketing reflect the human side of the product.
Listening to your users and learning from them to inform your marketing strategies, not just going with what the data tells you.
Question the data with your users opinions also.
Yes, people sometimes don’t know what they want. But I believe they know what they don’t want.
If you don’t position against what they want and slowly establish their real desire, you will lose them.
If this is a strategy you want to adopt, here’s what you should focus on:
Conduct industry-wide research to gather customer insights and shape content and product decisions.
Showcase real-world customer success stories, highlighting user pain points, struggles, and wins.
Engage with communities and industry professionals to foster relationships and discussions beyond selling.
Offer free trials with personalized guidance to ensure a smooth onboarding experience.
Use in-app messaging to provide helpful nudges and coaching rather than intrusive marketing.
Provide educational resources, such as courses and certifications, to help users improve their skills.
Organize experience-driven events that focus on real challenges, trends, and innovations in the industry.
Leverage AI to enhance human decision-making rather than replace it, ensuring personalized and relevant user experiences.
Prioritize empathy-driven messaging that guides users rather than pushing them toward a sale.
Build trust by consistently delivering value through thoughtful, well-researched content and insights.
That’s it for Pendo.
And that’s what I’ll be exploring more on this series.
As I mentioned earlier, my focus is on how AI and human insight come together to create better products and marketing experiences.
I’d love to hear your thoughts—drop them in the comments!