AI agents are the next evolution of product-led growth

In the early days of Jotform, I made a conscious decision: No sales team.

The reason was simple. I believed in product-led growth. Fast-forward to today with 25 million users and, while we’ve expanded into enterprise, I’m still a firm believer in self-serve adoption, organic traffic, and word-of-mouth.

And now, we’re applying that same philosophy to Jotform AI Agents. Here’s why AI agents are the missing piece in PLG.

1. PLG works best when users get to value quickly — AI agents help make that happen

The key to PLG isn’t just getting sign ups — it’s getting users to their first “aha” moment as fast as possible.

Before AI agents, PLG companies used things like product tours, tutorials, tool tips, help centers, and onboarding emails.

And while these are useful, they’re passive. If a user gets stuck, they essentially have to figure it out on their own.

AI Agents flip this model by acting as real-time guides that adapt to each user’s journey.

For example, if a Jotform user hesitates while setting up an integration, Jotform AI Agent explains how it works and offers to walk them through it. This isn’t just support — it’s engagement. It’s making sure every user has a clear path to value.

2. AI agents close the gap between free users and paying customers

Every PLG company faces the same problem: Free users loving the product, but never converting.

It’s rarely because they don’t see the value. More often, they neglect to explore premium features and assume upgrading won’t make a big difference. Or they have questions but never reach out.

Instead of waiting for users to figure out why upgrading is worth it, AI agents can:

• Detect when a user is using premium-adjacent features and highlight why upgrading makes sense.

• Answer pricing or feature questions instantly.

• Follow up with users who have shown upgrade intent but haven’t acted.

3. AI agents reduce support load

PLG companies don’t want to build massive support teams.

That’s where AI agents change the game.

Instead of hiring dozens of reps, AI agents can:

• Answer the majority of common questions instantly (pricing, integrations, features).

• Provide real-time help across multiple channels (chat, email, even phone).

• Free up human support teams to focus on high-value conversations.

This matters for PLG because it means support doesn’t become a bottleneck even as you scale. You can grow without adding support overhead.

4. AI agents expand PLG beyond the first interaction

PLG is often focused on the initial user journey, but AI agents extend their impact far beyond first-time users.

AI agents help with:

• Re-engagement. Detecting dormant users and nudging them back into the product.
• Upselling and cross-selling. Recommending additional features based on real usage.
• Continuous learning. Improving the AI’s ability to guide, assist, and sell over time.
  Instead of a one-time onboarding experience, AI agents drive long-term engagement — ensuring users stay active, upgrade when needed, and discover new features effortlessly.

5. AI agents enhance PLG for enterprise adoption

Many companies struggle with PLG at the enterprise level because the decision makers need a more personalized touch and the teams require advanced onboarding.

AI agents solve this by:

• Providing in-depth, personalized demos for enterprise users.

• Offering real-time insights on team-wide adoption and feature usage.

• Guiding admins through upgrades, security settings, and integrations. They can also help team members discover key features and troubleshoot common issues.

By bridging the gap between self-serve PLG and enterprise needs, AI agents make it easier for large teams to adopt, expand, and fully integrate a product into their workflows.

6. AI agents create a personalized, self-optimizing PLG loop

And here’s the best part: AI agents don’t just respond; they learn.

• They track user behavior and adapt their recommendations.

• They refine their responses based on past interactions.

• They identify patterns to enhance product adoption strategies.

The result? A self-optimizing growth engine where AI agents continuously refine the user journey to drive retention, upgrades, and advocacy.

And this is just the beginning. PLG is evolving and AI agents are leading the way.