Launch Plan: PostHog AI GA + Pricing Q4 2025

[cleo-pleurodon]

Launch Plan: PostHog AI GA + Pricing

Launch Date

November 19 25, 2025

Followed by:
Sessions Summaries Beta: November 26 December 2
Deep Research Beta Early Access: December 3 (December 2)

Context

We're launching PostHog AI as a production-ready tool that helps teams get answers about their product data answers, while teasing a broader AI vision for PostHog.

What we’re shipping:

• PostHog AI chat available to all users
• Token-based pricing
• Per-product AI capabilities via AI platform infrastructure (varying integration depth per product)

Launch goals

• seamless transition from free beta to paid usage
• leverage existing beta users for credibility, narrative and use cases
• quickly get new users to their first 'aha' moment with PostHog AI (PLG tactics needed here)

Positioning and messaging framework
Owned by @cleo-pleurodon and @jamesefhawkins
See draft in PostHog AI positioning doc

Launch activities

Internal Alignment

• Sales (anything the sales team needs to help big customers with billing and adoption?)
• Success/Support (FAQ documentation, usage best practices, known limitations, escalation paths?)
• Legal (Prepare to answer “Are you sending all my product data to openAI? Is this GDPR compliant, etc...)

Pricing

Owned by billing team and @annikaschmid
Slack channel #posthog-ai-pricing-launch

• Update pricing page related PR @pawel-cebula

  • Add free tier section for AI
  • Add AI line item to rates list
  • Add AI to pricing calculator

• Pricing FAQ for AI credits

• Bonus credits for beta users (one month extended free usage)

• Communicate the pricing functionally with real examples (e.g., 3 sample queries of varying complexity which break down the token usage/final cost of the output) @gewenyu99 @edwinyjlim — ideas?

Art direction

Owned by @cleo-pleurodon @lottiecoxon @dphawkins1617

Art requests

• Hogzilla Poster
• Always has been astronaut meme
• Making sense of data spaghetti
• M. C. Escher infinite filing cabinet
• Pokemon move select screen
• Deep research in space
• New team crest
• New desktop background (AI theme)
• Tombstone or ghost hedgehog skin for beta users art request

Communications (our channels)

Email

• Launch email (November 19 25) @cleo-pleurodon
• To beta users customer io
• To everyone else customer io

Social media

• X / LinkedIn social media posts (3-6)

Blog post series

• Nov 19: Why we killed our AI product assistant by @cleo-pleurodon
• Nov 25: PostHog AI by @Twixes
• Dec 2: Session Summaries by @sortafreel
• Dec 9: Modes by @skoob13
• Dec 16: Deep Research by @kappa90 )

Communications (external channels)

Paid Ads
Owned by @BrianAtPosthog

• I don't think we need to do paid ads specifically about PostHog AI since it's a platform thing, not its own product/feature, but open to suggestions from @BrianAtPosthog how best to approach this

Newsletter sponsorships (thinking 1-3 of these post-launch)
Owned by @ivanagas and @cleo-pleurodon

• Reference list of previous sponsorships

Website

Homepage

• New desktop background with AI theme
• Right now there's an AI section on home.mdx, but pretty far in scroll depth. Let's make it more prominent.
• What needs tweaking for the overall messaging across the site to align with the new PostHog AI era

Product page

• Max AI in the trash bin
• PostHog AI product page (updates underway @cleo-pleurodon & @corywatilo) 
• skills slides (shipped)
• demo prompts (shipped)
• demo videos (shipped)
• First slide (Developer mode / marketing mode)

Docs

Owned by @edwinyjlim and @gewenyu99

• New PostHog AI docs
• FAQ
• 'best practices'

Post-launch

Other pages

• Other product pages (all of them have an AI slide that needs to be updated)
• How we do AI (similar to how we do sales + the AI previous .readme)
• You'll hate PostHog AI if... (similar to you'll hate PostHog if...)
• Ad AI to founder stack page
• Any change needed for startups page?

Content

• PostHog AI usage report (with a twist!) (@cleo-pleurodon and @sortafreel working on this)
• 1 new customer case study for PostHog AI
• 5-10 customer pull quotes for website and social
• update customers.mdx with AI power user customers

Video

Owned by @Jordonut, @alexvanleeuwen-posthog & @cleo-pleurodon

Pre-launch

• How different teams use PostHog AI - internal case study video series
• 3 videos promo videos for the three consecutive launches (~30 seconds each) riffing on famous movie trailers (working on something cool)
• A day in the life with PostHog AI (targeting different personas - inspo from Claude)
• Bigger budget production post-launch. We all agree this is awesome

Activation

• AI is a core part of pretty much every speaking event we have going these days @Zaltsman
• versus Hackathon? (with PostHog AI vs without PostHog AI)

Other

• Drop some new merch to celebrate [figma link]
• User-generated content (how can we get PostHog superfans to participate in this launch?)

Collaboration

• Potentially could collaborate with academic programs, research labs, or thoughtful creators (like Maggie Appleton or Dan Shipper) on essays about human-centered AI?
• kcl.ac.uk/people/michael-cook suggested by Joe

Success metrics

some things we might want to pay attention to

• Average queries per active user per week
• CSAT for AI responses
• Churn/retention among beta users who transition to paid
• Support ticket volume related to AI

[joethreepwood]

Quick reactions on a few points!

PostHog AI chat available to all users

Curious about how this will work on the product side, as it may change the tone a little. Is PostHog AI going to be available by default for all users, or will they (or an admin, etc) need to actively enable it?

I'm thinking both for onboarding, but also for CTAs. Are we directing people to enable PostHog AI or to just start using it, etc?

Per-product AI capabilities via AI platform infrastructure (varying integration depth per product)

This could be a big bite to take, but I'd love to know what you think

Newsletter sponsorships (thinking 1-3 of these post-launch)

We've tried nearly all of these sponsorships before and, unfortunately, they're all really expensive and really poor performing. @ianvanagas knows the details, but Superhuman.ai is the only one here worth keeping IMO.

Potentially could collaborate with academic programs, research labs, or thoughtful creators (like Maggie Appleton or Dan Shipper) on essays about human-centered AI?

I have a good connect here if useful: https://www.kcl.ac.uk/people/michael-cook and had previously arranged for him to come talk to the team at PostHog, years ago.

2 new customer case studies

Off the back of the persona all hands yesterday, would be great to get two different personas demonstrated here. Maybe one focused on how engineers can use PostHog AI (SQL, data warehouse) and how a non-technical person uses it (insights, session summaries).

[ivanagas]

I can help with newsletter and video sponsorships.

• A lot of our newsletter sponsorships have performed poorly (high cost per click and low conversion to signup/usage), so I would lean a bit more on video influencers.
• You can take a look at all the sponsorships we've done here.
• There are a lot of "AI" influencers we can target to make videos about this if we want.
• Since timing and messaging is important here (and it's a lot of work), I'd prefer if you led outreach, negotiation, and back and forth. I can make some recommendations, intros, and set aside some budget, and then let you go for it if you're comfortable with that.

At a broader level, I might question if PostHog AI is something we want to be running these type of ads for. Newsletter and influencer ads are very top-of-funnel and awareness plays. I get the sense that PostHog AI is more middle of the funnel, something to be used by people already onboarded into PostHog?

Also, it's not too big a worry because we can always increase the budget, but we do have a budget that's a little tight this quarter, so ads run for this would be taking away from other areas like:

• PostHog as a whole
• Array
• Data warehouse
• Using influencers to get us more mentions in ChatGPT

I'll support you best I can whatever you decide! We can always try a few and stop if it isn't working.

[annikaschmid]

FAQ for the paid tier (Can the admin set AI billing limits for their org? Can we give them an estimation of token consumption by org size/industry, etc.?)

Communicate the pricing functionally with real examples (e.g., 3 sample queries of varying complexity which break down the token usage/final cost of the output) @gewenyu99 @edwinyjlim — ideas?

On these two it's on my list to make a proposal, because I am running a bunch pricing validation / usability interviews to confirm how we can communicate transparently how our pricing works. I am happy to hand this over to the content team for finessing ahead of launch.

[cleo-pleurodon]

@joethreepwood super helpful! Updated issue accordingly.
On the persona point, this 100%. I think we're underestimating how much PostHog AI could potentially ramp up engagement from non-technical users across all PostHog products. I've touched on it in the launch emails prepped in customer.io, but I'm thinking this is going to be an ongoing content and marketing theme post-launch rather than making it front and center out of the gate.

Reason being: we need more 'proof' and tangible use cases for this non-technical persona, which I think will become increasingly apparent as we look at usage in the next month or so. Open to discussion on that though!

@ivanagas Good to know about past newsletter performance! I'll book some time to pick your brain about potential routes for YouTubers and AI influencers.
In general, I expect that we will soon stop referencing PostHog AI as a separate entity - it's just part of PostHog now. So with ads and sponsorships, I picture it being a full platform or specific product ad, that mentions AI capabilities and outcomes (vs AI as a feature/product itself).
That, I think, will work better for the top of funnel awareness part. And as you said, for current users it makes sense to take a different tack - i.e. more content marketing and docs.

@annikaschmid awesome. I saw in slack that you mentioned the pricing validation / usability interviews and thought it would make perfect sense to spin that into public-facing content. Let's continue to async on that.

[gewenyu99]

I can definitely help coming up with a good query + a good environment to show this off. This can be reused for a good article/docs page/video, too.

I would defer to the product/sales teams themselves for realistic/commonly used queries first, because they have more context. Otherwise I'm very happy to hack together something.

[cleo-pleurodon]

@gewenyu99 Amazing!
Ideally we have example queries that:

1. demonstrate realistic cost/token consumption (single answer/insight generation vs complex multi-step process)
2. demonstrate interoperability of the AI platform (pulls data from session replay, error tracking, product analytics etc.. without you asking to give an excellent answer to a vague question)
3. demonstrates what the experience of using PostHog AI is like for (self-described) technical vs non-technical users

On the last point, I might turn this over to #askposthoganything since the support and success teams might have some different takes than the sales and product teams.

[joethreepwood]

On the persona point, this 100%. I think we're underestimating how much PostHog AI could potentially ramp up engagement from non-technical users across all PostHog products. I've touched on it in the launch emails prepped in customer.io, but I'm thinking this is going to be an ongoing content and marketing theme post-launch rather than making it front and center out of the gate.

Great job working with @edwinyjlim on the new PostHog AI video, btw.

I think I'll incorporate this into the new onboarding flow soon. Essentially, in the first email, we can verify if a user has activated their intended product.

If not, we'll tell them about how we use that tool ourselves to demonstrate its value.
If they have, we'll tell them about how we use PostHog AI instead.

That should help cross-sell everyone on PostHog AI, for sure.