AI in Product Analytics: What Actually Changes for Product Managers (And What Doesn’t)
Rodrigo Diniz | Jun 04, 2026
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As a data engineer, I was trained to be skeptical of spreadsheets. Not because they are inherently bad tools, quite the opposite. The problem is that they are too easy to use, which leads teams to stretch them far beyond what they were designed for. And in the AI era, those limits are becoming more visible than ever.
Spreadsheets are one of the most powerful productivity tools ever created. They democratized data analysis, empowering non-technical users to build complex models, track KPIs, and visualize trends without writing a single line of code. That accessibility is precisely why they became the default data layer for so many organizations.
But accessibility comes with trade-offs. As your team and data grow, spreadsheets quietly accumulate problems: no version history, no access control, no audit trail, no data contracts. A single misplaced formula or accidental cell edit can cascade into corrupted reports — and nobody will know until it is too late.
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The rise of AI agents and LLM-powered workflows has exposed a structural weakness in spreadsheets that was always there but is now impossible to ignore: they are not auditable by design.
Consider what happened with Microsoft’s Delegate 52 demonstration. When an AI agent is tasked with editing a large document, say, a spreadsheet with thousands of rows, there is no reliable way to verify that only the intended rows were modified. Did the agent touch row 47 when you asked it to update row 470? In a database, you would have transaction logs. In a spreadsheet, you often have nothing.
Diagram 1
| Capability | 📊 Spreadsheet | 🗄 Database |
|---|---|---|
| Audit trail | ✕ | ✓ |
| Schema enforcement | ✕ | ✓ |
| AI agent compatibility | ✕ | ✓ |
| Version history | ✕ | ✓ |
| Access control | ✕ | ✓ |
| Data lineage | ✕ | ✓ |
| Qualitative / free-form data | ✓ | limited |
| Human-readable format | ✓ | via BI layer |
| Rapid prototyping | ✓ | slower setup |
Other AI-era problems include:
Here is a simple rule of thumb: if your spreadsheet is being used as a database, it is time to move on.
Specific signals that you have outgrown the spreadsheet:
The strongest use case is human-in-the-loop qualitative data. When your team is tracking customer feedback, capturing user sentiment, or adding contextual observations that will later inform quantitative decisions, a spreadsheet is an excellent medium.
The free-form nature that makes spreadsheets dangerous for transactional data is actually an asset here: your team needs the flexibility to annotate, flag, and comment in ways that a rigid database schema would not accommodate.
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This is where many teams get stuck. The spreadsheet starts as a live working document and slowly accumulates months or years of historical records. Before long, it is doing two jobs badly instead of one job well.
The principle here is straightforward: live data belongs in the spreadsheet; historical data belongs in a data warehouse.
As soon as a period closes, whether that is a quarter, a project, a campaign, or a fiscal year, that data should be exported to a structured store (a data warehouse like BigQuery, Snowflake, or Redshift) and made available through a BI layer (Looker, Metabase, Power BI). At that point, the spreadsheet row is frozen and should never be the canonical reference again.
This approach gives you the best of both worlds:
If you recognize your organization in the patterns described above, here is how to start the conversation:
Spreadsheets are not the enemy. They are a powerful, flexible tool that organizations routinely ask to do things they were never designed for. The AI era is not making spreadsheets obsolete, and it is making the misuse of spreadsheets more costly and more visible.
Know when you are in the spreadsheet’s sweet spot, and know when you have crossed the line into territory that demands a real data infrastructure. That judgment is one of the most valuable things a data-literate team can develop.

As teams and data grow, spreadsheets quietly accumulate problems: no version history, no access control, no audit trail, and no data contracts. A single misplaced formula or accidental cell edit can cascade into corrupted reports, and nobody will know until it is too late.
Spreadsheets are not auditable by design — when an AI agent edits a large spreadsheet, there is no reliable way to verify that only the intended rows were modified. Other problems include context window limitations (large spreadsheets exceed LLM token limits), no schema enforcement (any value can go in any cell), collaboration conflicts when multiple users and agents read and write simultaneously, and no data lineage to trace AI-generated insights back to their source.
The rule of thumb: if your spreadsheet is being used as a database, it is time to move on. Specific signals include manually copying and pasting data repeatedly (a pipeline in disguise), multiple people editing the file simultaneously, workflows depending on fixed cell references, sharing the spreadsheet externally as a source of truth, AI agents or scripts needing to read from or write to it, and having more than ~5,000 rows of operational data.
The strongest use case is human-in-the-loop qualitative data, such as tracking customer feedback, capturing user sentiment, or adding contextual observations. Other valid uses include one-off analyses, small team budgets and planning documents, rapid prototyping of a data model before committing to a schema, and executive reporting where a polished, human-readable format matters more than automation.
Live data belongs in the spreadsheet; historical data belongs in a data warehouse. As soon as a period closes, that data should be exported to a structured store like BigQuery, Snowflake, or Redshift and made available through a BI layer such as Looker, Metabase, or Power BI. At that point, the spreadsheet row is frozen and should never be the canonical reference again.
As a Data Engineer at nok with over two years in the role, I specialize in leveraging tools like Google BigQuery to develop efficient data engineering solutions. My work focuses on creating, maintaining, and optimizing ETL and ELT processes, enabling seamless data integration and validation. My mission is to contribute to data-driven decision-making by employing advanced technologies and scalable methods in a collaborative and innovative environment.