In the Age of Gen-AI, Who’s Looking After Your Developers?

I’ve been contemplating to write this blogpost for a while, ever since “Gen-AI” became the buzzword that could turn any boardroom discussion into a full-blown strategy session. With all the hype came inevitable news stories — layoffs, fears of AI replacing jobs, and a general sense of uncertainty in the air. It’s ironic, really. The more advanced our technology becomes, the more we seem to undervalue the human connections that make these advancements possible in the first place. And that’s why I’m writing this now. Read on!

Credits: DALL-E generated image with the prompt as “An illustration portraying a DevRel professional as a superhero.”

The Underestimated Value of DevRel in the Gen-AI Era

Developer Relations — often misunderstood, frequently underappreciated, but absolutely essential. In a world where business leaders often mistake DevRel for just another cog in the sales or marketing machine, it’s time to set the record straight. DevRel isn’t about selling a product or pushing a brand. It’s about cultivating an ecosystem, fostering innovation, and bridging the gap between what a technology can do and what it should do.

But here’s the irony: As we dive deeper into the Gen-AI era, the need for this bridge has never been greater, yet many are blind to its existence.

Are We Ignoring the Heartbeat of Innovation?

Imagine for a moment that Gen-AI is the next big musical instrument — revolutionary, powerful, capable of producing sounds we’ve never heard before. But without the musicians — those who understand its nuances, can unlock its full potential, and inspire others to do the same — what is it but an expensive, underutilized toy?

This is where DevRel comes in. They are the musicians, the conductors, the ones who ensure that the technology sings.

DevRel’s Role: More Than Just Community Building

DevRel is not just about building a community; it’s about nurturing a thriving ecosystem that drives the adoption and responsible use of Gen-AI technologies. It’s about understanding the developer’s journey, addressing their pain points, and providing them with the tools and support they need to succeed. In turn, this cultivates a loyal and engaged user base, which ultimately benefits the entire organization.

But here’s something often overlooked: No matter how strong your sales and marketing teams are, without the foundation that DevRel provides, your efforts may fall short. It’s like having a powerful engine but lacking the fuel to make it run. Sales and marketing can create awareness and generate leads, but DevRel turns that interest into genuine engagement and long-term advocacy.

Let’s not forget, a developer who feels supported and valued is far more likely to champion your technology, advocate for it within their networks, and contribute to its long-term success — unlike someone who feels overlooked and disconnected, and who might quietly disengage or even turn to competing platforms.

In the Gen-AI Gold Rush, Are We Forgetting the Pickaxes?

In the rush to capitalize on Gen-AI, companies often focus on the shiny new product features, the cutting-edge algorithms, and the potential for disruption. But what good is a gold mine if you don’t have the right tools to extract the gold? Developer Relations is that pickaxe — an essential tool that helps uncover the real value within the Gen-AI landscape.

How DevRel Can Benefit Organizations

1. Driving Adoption: By engaging with the developer community, DevRel helps ensure that new Gen-AI tools and platforms are adopted and used effectively.
2. Building Trust: DevRel acts as the human face of technology, building trust between the developers and the organization. This trust is crucial for long-term success and loyalty.
3. Fostering Innovation: A well-supported developer community is more likely to experiment, innovate, and push the boundaries of what’s possible with your technology.
4. Feedback Loop: DevRel creates a continuous feedback loop, allowing organizations to stay attuned to the needs and challenges of their developer community, and make informed decisions about product development.

The Real Bottom Line

As Gen-AI continues to evolve, the organizations that succeed will be the ones that recognize the true value of Developer Relations. It’s not about driving sales or boosting marketing metrics; it’s about building a sustainable, innovative, and inclusive ecosystem. Because in the end, it’s not just the technology that matters — it’s the people who use it, build with it, and ultimately shape its future.

So, as we stand on the brink of this Gen-AI revolution, let’s not forget the role of DevRel. After all, what’s the point of building the future if no one is there to bring it to life?

A Personal Note

I want to underscore that my intention here is not to diminish the hard work and achievements of sales and marketing professionals — far from it. These teams are integral to the success of any organization, and their efforts are invaluable. My goal is simply to share a different perspective, one that highlights the complementary role of Developer Relations in the broader ecosystem.

Finally, I’d like to clarify that the views expressed in this post are entirely my own and do not necessarily reflect those of my employer or colleagues. My aim is to contribute to the ongoing conversation around the evolving role of DevRel in the Gen-AI era.

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