AI Product Manager and PM builderI design, build
and bring AI
into business processes.

Vito Semeraro, pen portrait from a photo by Giovanni Miele

I’ve worked in digital for twenty years: I started as a designer, and for more than ten years I’ve led products in media, retail, banking and education. Today I lead digital products at a large publishing group, and I build things myself: prototypes with Claude Design, software with AI agents, automated tests, functional analyses that are generated and then verified.

See the projects Write to me

Start herestaged.ai, the SaaS I built on my own with Claude Code

I’ve worked for and with

Leroy Merlin
Bricocenter
Intesa Sanpaolo
Bocconi University
BMW

How I work

Four phases. AI agents do the work, I approve every step.

Discover and design

I start from people, not technology. I use design thinking to understand the problem and Claude Design to turn an idea into a prototype that users can try within a few hours.

Agent: Dedicated skills and Claude Design
The PM approves: the problem and the prototype, after users have tried it

Build with agents

Vibe coding, yes, but governed. With Claude Code, Skills and MCP I take an idea all the way to a working product: login, backend, data, costs under control. That way I validate in days and speak the same language as technical teams.

Agent: Claude Code
The PM approves: every step the agent takes

Test and document

An AI that makes mistakes loses users’ trust. I automate the test suite with agents and Playwright, and I generate business and functional analyses that I then check line by line.

Agent: QA agent, AI-generated analyses
The PM approves: the quality of the outputs, every analysis and every ticket

Drive adoption

Technology is the easy part. Training on real work, a community of “champion” colleagues, adoption KPIs collected without monitoring people. With a certified method (PMI-CPMAI).

Agent: None: this is where people work
The PM approves: the adoption KPIs

years in digital: 20
AI projects in the portfolio: 6
certifications: 5
book and 14 column issues for AgileItalia: 1

Projects

Products I built myself, projects for companies and clients, studies.

Featured

A product of my own, built single-handedly from idea to beta.

staged.ai

Virtual home staging: a SaaS built single-handedly with Claude Code, validated with a community of beta testers.

How it works, in three steps

Plate 3Step 1
Upload the photosFor each shot you choose a purpose: home staging, renovation, retouching and decluttering, empty the room.
Plate 4Step 2
Set style and budgetCity, style and a real Sikkens palette. Walls, windows and proportions stay those of the room.
Plate 5Step 3
Result and estimatePhotorealistic staging, works with local costs and an estimate, saved in a project you can share under your own brand.

Other products and studies of mine

Conceived and developed by me.

Plate 6Working POC, synthetic data

Compliance Copilot

An assistant that answers only from sources, for regulated sectors such as insurance.

Plate 7Claude skills, in use

PM Discovery Pipeline

Five Claude skills that take an idea from market map to test plan.

Plate 8Paper in preparation

Frameworks for AI projects

15 frameworks classified into 4 levels and scored on six dimensions, in an interactive map.

For companies and clients

As a product manager or product owner inside teams and organisations, or building the solution myself.

Plate 9Pilot with demo, on hold

Growing Lab

Visibility in AI engines and a conversational coach for a career coaching firm.

Plate 10In production, then funded

StandUpWay

A health-tech platform for patients and care teams in addiction recovery programmes.

Playbook

The method behind the projects: what I’ve learned taking products and AI into production.

QualityThe PO leads, the agent executes: automating testingThe product owner becomes the director of automated testing: they own the domain knowledge and the decisions, while an AI agent acts as the technical driver.
AdoptionBringing an AI tool into a teamTechnology is the easy part. The hard part is making people feel the tool works for them.
DiscoveryFrom research to roadmap: hypotheses, not opinionsEvery design choice becomes a hypothesis that can be disproved.

Talks, interviews and writing

Vito Semeraro at the open mic of Product Heroes’ Product Week, pen drawing — Plate 11Open mic at Product Heroes’ Product Week, B4i – Bocconi for Innovation, Milan, 21 May 2026

Talk · 21 May 2026
Product Heroes’ Product Week, B4i – Bocconi for Innovation
Open mic on how I use AI in my work as a product manager, with staged.ai as the case study.
The event
Podcast · 30 January 2020
Agilisti Anonimi, episode 42
IAD special: legacy architectures and innovation.
Listen
Column · 2020–2022 · 14 issues
“Oltre l’IT” (Beyond IT) for AgileItalia magazine
Interviews with people who took Agile beyond software: pharma, hardware, construction, professional firms, universities, marketing, proptech, digital maps.
The 14 issues
Book · 2020
Storia di Agile. Da Waterfall a Scrum (A History of Agile: from Waterfall to Scrum)
The history of Agile methods, from their origins to Scrum, as an ebook (in Italian).
On Amazon
Community
Meetups and community
I organise the meetups of the Italian community of Lenny’s Newsletter. At the AgileForItaly and Visione Agile meetup in May 2020 I spoke about how companies reacted to Covid.

Il Lato Umano dell’AI (The Human Side of AI), the interviews

I interview Italian AI practitioners and researchers about what benchmarks don’t measure: people, responsibility, trust. In Italian.

April 2026

Walter Riviera

Chief AI Officer

The human being is a universe still to be discovered

Four key ideas

Responsible AI is not AI ethics: the difference changes everything.
Architectural choices have geopolitical implications.
Work moves, it doesn’t disappear.
Responsibility is always personal.

March 2026

Fabrizio Degni

AI Ethics and Data Governance

Cognitive sovereignty, compliance theatre and the future of AI

Three key ideas

The paradox of perception.
Compliance or theatre?
Cognitive sovereignty.

Certifications

PMI-CPMAICertified Professional in Managing AIPMI · 2026
For anyone preparing for it, I built a revision quiz on NotebookLM with several difficulty levels. Try the quiz
PSPO IProfessional Scrum Product OwnerScrum.org · 2018
PSM IProfessional Scrum MasterScrum.org · 2018
AgilePMAgilePM FoundationAPMG International · 2019
PRINCE2PRINCE2 FoundationAPMG International · 2015

Also: four PMI courses on GenAI for project managers (2025), namely Generative AI Overview, Practical Application of Gen AI, Data Landscape of GenAI and Prompt Engineering, and AWS Partner Accreditation, Business (2021).

Contact

Shall we talk?

vsemeraro@gmail.com

For recruiters and companiesI’m open to conversations about AI Product Manager, AI Product Owner and AI Adoption Lead roles.My profile → For events and communitiesTalks, meetups, podcasts and community workshops on AI, product and agentic development.Speaking and community → The methodHow to bring AI into teams and products, from prototype to adoption, and how people learn it at work.The method →

AI Product Manager and PM builderI design, build and bring AI into business processes.