diff --git a/.gitlab/CODEOWNERS b/.gitlab/CODEOWNERS
index 46258bf6b7baaa347a7f9fc24c5bedc0f76bce9c..0face29d47d85bffeb7e3b2d7bc6c2175b45c12b 100644
--- a/.gitlab/CODEOWNERS
+++ b/.gitlab/CODEOWNERS
@@ -279,7 +279,7 @@ Dangerfile
 /ee/app/assets/javascripts/vue_shared/components/customizable_dashboard/panels_base.vue
 /ee/app/assets/javascripts/product_analytics/
 
-^[Analytics Instrumentation] @gitlab-org/analytics-section/product-intelligence/engineers
+^[Analytics Instrumentation] @gitlab-org/analytics-section/analytics-instrumentation/engineers
 /ee/lib/gitlab/usage_data_counters/
 /ee/lib/ee/gitlab/usage_data.rb
 /lib/gitlab/usage_data.rb
diff --git a/.gitlab/issue_templates/Service Ping reporting and monitoring.md b/.gitlab/issue_templates/Service Ping reporting and monitoring.md
index baa384a8aa2340d2b37be3a7ee7a7f5aefc06e1b..d8d93ee73c4f4d8f5066d7f1e1e37a7014c2f867 100644
--- a/.gitlab/issue_templates/Service Ping reporting and monitoring.md	
+++ b/.gitlab/issue_templates/Service Ping reporting and monitoring.md	
@@ -1,6 +1,6 @@
-<!-- This issue template is used by https://about.gitlab.com/handbook/engineering/development/analytics-section/product-intelligence/ for tracking effort around Service Ping reporting for GitLab.com -->
+<!-- This issue template is used by https://about.gitlab.com/handbook/engineering/development/analytics-section/analytics-instrumentation/ for tracking effort around Service Ping reporting for GitLab.com -->
 
-The [Product Intelligence group](https://about.gitlab.com/handbook/engineering/development/analytics/product-intelligence/) runs manual reporting of ServicePing for GitLab.com on a weekly basis. This issue:
+The [Analytics Instrumentation group](https://about.gitlab.com/handbook/engineering/development/analytics/analytics-instrumentation/) runs manual reporting of ServicePing for GitLab.com on a weekly basis. This issue:
 
 - Captures the work required to complete the reporting process,.
 - Captures the follow-up tasks that are focused on metrics performance verification.
@@ -123,7 +123,7 @@ If you get mentioned, check the failing metric and open an optimization issue.
 <!-- Do not edit below this line -->
 
 /confidential
-/label ~"group::product intelligence" ~"devops::analytics" ~backend ~"section::analytics" ~"Category:Service Ping"
+/label ~"group::analytics instrumentation" ~"devops::analytics" ~backend ~"section::analytics" ~"Category:Service Ping"
 /epic https://gitlab.com/groups/gitlab-org/-/epics/6000
 /weight 5
 /title Monitor and Generate GitLab.com Service Ping
diff --git a/danger/roulette/Dangerfile b/danger/roulette/Dangerfile
index 5b865498651c9771b2a0089c8d6c004d232ec4bd..27c33a0c144b735790d574b36322b6ea02f7d606 100644
--- a/danger/roulette/Dangerfile
+++ b/danger/roulette/Dangerfile
@@ -55,7 +55,7 @@ end
 OPTIONAL_REVIEW_TEMPLATE = '%{role} review is optional for %{category}'
 NOT_AVAILABLE_TEMPLATES = {
   default: 'No %{role} available',
-  product_intelligence: group_not_available_template('#g_analyze_analytics_instrumentation', '@gitlab-org/analytics-section/product-intelligence/engineers'),
+  analytics_instrumentation: group_not_available_template('#g_analyze_analytics_instrumentation', '@gitlab-org/analytics-section/analytics-instrumentation/engineers'),
   import_integrate_be: group_not_available_template('#g_manage_import_and_integrate', '@gitlab-org/manage/import-and-integrate'),
   import_integrate_fe: group_not_available_template('#g_manage_import_and_integrate', '@gitlab-org/manage/import-and-integrate')
 }.freeze
diff --git a/doc/administration/monitoring/prometheus/gitlab_metrics.md b/doc/administration/monitoring/prometheus/gitlab_metrics.md
index f92b408323c7d27e3f47aca0f27fb015cd128e4d..f8cab0c605e93fa00286c57c43b99278f32eb55f 100644
--- a/doc/administration/monitoring/prometheus/gitlab_metrics.md
+++ b/doc/administration/monitoring/prometheus/gitlab_metrics.md
@@ -147,9 +147,9 @@ The following metrics are available:
 | `service_desk_thank_you_email`                                   | Counter     | 14.0    | Total number of email responses to new Service Desk emails                                                            |                                                           |
 | `service_desk_new_note_email`                                    | Counter     | 14.0    | Total number of email notifications on new Service Desk comment                                                       |                                                           |
 | `email_receiver_error`                                           | Counter     | 14.1    | Total number of errors when processing incoming emails                                                                |                                                           |
-| `gitlab_snowplow_events_total`                                   | Counter     | 14.1    | Total number of GitLab Snowplow product intelligence events emitted                                                   |                                                           |
-| `gitlab_snowplow_failed_events_total`                            | Counter     | 14.1    | Total number of GitLab Snowplow product intelligence events emission failures                                         |                                                           |
-| `gitlab_snowplow_successful_events_total`                        | Counter     | 14.1    | Total number of GitLab Snowplow product intelligence events emission successes                                        |                                                           |
+| `gitlab_snowplow_events_total`                                   | Counter     | 14.1    | Total number of GitLab Snowplow Analytics Instrumentation events emitted                                                   |                                                           |
+| `gitlab_snowplow_failed_events_total`                            | Counter     | 14.1    | Total number of GitLab Snowplow Analytics Instrumentation events emission failures                                         |                                                           |
+| `gitlab_snowplow_successful_events_total`                        | Counter     | 14.1    | Total number of GitLab Snowplow Analytics Instrumentation events emission successes                                        |                                                           |
 | `gitlab_ci_build_trace_errors_total`                             | Counter     | 14.4    | Total amount of different error types on a build trace                                                                | `error_reason`                                            |
 | `gitlab_presentable_object_cacheless_render_real_duration_seconds`              | Histogram   | 15.3     | Duration of real time spent caching and representing specific web request objects                                                    | `controller`, `action`                                    |
 | `cached_object_operations_total`                                      | Counter     | 15.3    | Total number of objects cached for specific web requests                                                                                                      | `controller`, `action`                                    |
diff --git a/doc/architecture/blueprints/clickhouse_ingestion_pipeline/index.md b/doc/architecture/blueprints/clickhouse_ingestion_pipeline/index.md
index 94714e7b2453febbc53a1f064cf027e22c2826ff..6645f390fd139e2b89f114860a200d49279ae031 100644
--- a/doc/architecture/blueprints/clickhouse_ingestion_pipeline/index.md
+++ b/doc/architecture/blueprints/clickhouse_ingestion_pipeline/index.md
@@ -95,9 +95,9 @@ The following case-studies describe how each group intends to solve the underlyi
 
   - In addition, [ClickHouse: Investigate client-side buffering to batch writes into ClickHouse](https://gitlab.com/gitlab-org/opstrace/opstrace/-/issues/2044) talks about their experimentation with using application-local queueing/batching to work around the problems mentioned above.
 
-- ~"group::product intelligence" has been working on building our analytics offering and recently looking at building and/or improving parts of the system.
+- ~"group::analytics instrumentation" has been working on building our analytics offering and recently looking at building and/or improving parts of the system.
 
-  - [Product Analytics Collector Component](https://gitlab.com/groups/gitlab-org/-/epics/9346) talks about replacing Jitsu with Snowplow for collecting and processing tracking events. For more details of the proposal, see [Jitsu replacement](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/proposals/-/blob/62d332baf5701810d9e7a0b2c00df18431e82f22/doc/jitsu_replacement.md).
+  - [Product Analytics Collector Component](https://gitlab.com/groups/gitlab-org/-/epics/9346) talks about replacing Jitsu with Snowplow for collecting and processing tracking events. For more details of the proposal, see [Jitsu replacement](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/proposals/-/blob/62d332baf5701810d9e7a0b2c00df18431e82f22/doc/jitsu_replacement.md).
 
   - The initial design was prototyped with [Snowplow as Jitsu Replacement PoC](https://gitlab.com/gitlab-org/analytics-section/product-analytics/devkit/-/merge_requests/37).
 
diff --git a/doc/development/code_review.md b/doc/development/code_review.md
index 02f187d62c85d9eb589b52e3b754d3de0c37935a..97b112c19d91c1c8758368805afd4cd44ac7e737 100644
--- a/doc/development/code_review.md
+++ b/doc/development/code_review.md
@@ -166,7 +166,7 @@ with [domain expertise](#domain-experts).
 | End-to-end **and** non-end-to-end changes (*4*) | [Software Engineer in Test](https://about.gitlab.com/handbook/engineering/quality/#individual-contributors). |
 | Only End-to-end changes (*4*) **or** if the MR author is a [Software Engineer in Test](https://about.gitlab.com/handbook/engineering/quality/#individual-contributors) | [Quality maintainer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_maintainers_qa). |
 | A new or updated [application limit](https://about.gitlab.com/handbook/product/product-processes/#introducing-application-limits) | [Product manager](https://about.gitlab.com/company/team/). |
-| Analytics Instrumentation (telemetry or analytics) changes | [Analytics Instrumentation engineer](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/engineers). |
+| Analytics Instrumentation (telemetry or analytics) changes | [Analytics Instrumentation engineer](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/engineers). |
 | An addition of, or changes to a [Feature spec](testing_guide/testing_levels.md#frontend-feature-tests) | [Quality maintainer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_maintainers_qa) or [Quality reviewer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_reviewers_qa). |
 | A new service to GitLab (Puma, Sidekiq, Gitaly are examples) | [Product manager](https://about.gitlab.com/company/team/). See the [process for adding a service component to GitLab](adding_service_component.md) for details. |
 | Changes related to authentication or authorization | [Manage:Authentication and Authorization team member](https://about.gitlab.com/company/team/). Check the [code review section on the group page](https://about.gitlab.com/handbook/engineering/development/dev/manage/authentication-and-authorization/#additional-considerations) for more details. Patterns for files known to require review from the team are listed in the in the `Authentication and Authorization` section of the [`CODEOWNERS`](https://gitlab.com/gitlab-org/gitlab/-/blob/master/.gitlab/CODEOWNERS) file, and the team will be listed in the approvers section of all merge requests that modify these files. |
diff --git a/doc/development/database_review.md b/doc/development/database_review.md
index 0e34e5500984853943e2a5dbb0588beb02b755a2..76e9add215bf75c10f5ed9804f547e808ec92a0e 100644
--- a/doc/development/database_review.md
+++ b/doc/development/database_review.md
@@ -27,7 +27,7 @@ A database review is required for:
   database review.
 - Changes in Service Data metrics that use `count`, `distinct_count`, `estimate_batch_distinct_count` and `sum`.
   These metrics could have complex queries over large tables.
-  See the [Product Intelligence Guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
+  See the [Analytics Instrumentation Guide](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/)
   for implementation details.
 
 A database reviewer is expected to look out for overly complex
diff --git a/doc/development/feature_development.md b/doc/development/feature_development.md
index 15058134092714486d22a9a00888eab62c26de72..c4a5c996ab11c0ed92edabb5a0d502c0a4da9777 100644
--- a/doc/development/feature_development.md
+++ b/doc/development/feature_development.md
@@ -160,9 +160,9 @@ The following integration guides are internal. Some integrations require access
 - [Externalization](i18n/externalization.md)
 - [Translation](i18n/translation.md)
 
-## Product Intelligence guides
+## Analytics Instrumentation guides
 
-- [Product Intelligence guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
+- [Analytics Instrumentation guide](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/)
 - [Service Ping guide](service_ping/index.md)
 - [Snowplow guide](snowplow/index.md)
 
diff --git a/doc/development/service_ping/implement.md b/doc/development/service_ping/implement.md
index 73b74feb2395c408f35ab626801746202d921bc3..2cabd6c40e12950218642765e3924234ebf2bbef 100644
--- a/doc/development/service_ping/implement.md
+++ b/doc/development/service_ping/implement.md
@@ -695,11 +695,11 @@ Create a merge request for the new Service Ping metric, and do the following:
 
 ## Verify your metric
 
-On GitLab.com, the Product Intelligence team regularly [monitors Service Ping](https://gitlab.com/groups/gitlab-org/-/epics/6000).
+On GitLab.com, the Analytics Instrumentation team regularly [monitors Service Ping](https://gitlab.com/groups/gitlab-org/-/epics/6000).
 They may alert you that your metrics need further optimization to run quicker and with greater success.
 
 The Service Ping JSON payload for GitLab.com is shared in the
-[#g_product_intelligence](https://gitlab.slack.com/archives/CL3A7GFPF) Slack channel every week.
+[#g_analyze_analytics_instrumentation](https://gitlab.slack.com/archives/CL3A7GFPF) Slack channel every week.
 
 You may also use the [Service Ping QA dashboard](https://app.periscopedata.com/app/gitlab/632033/Usage-Ping-QA) to check how well your metric performs.
 The dashboard allows filtering by GitLab version, by "Self-managed" and "SaaS", and shows you how many failures have occurred for each metric. Whenever you notice a high failure rate, you can re-optimize your metric.
diff --git a/doc/development/service_ping/index.md b/doc/development/service_ping/index.md
index 3504a730eed4956a23f321bbed3e95e544db727c..01772b194a4af0204778f7b570d3a38f2d587170 100644
--- a/doc/development/service_ping/index.md
+++ b/doc/development/service_ping/index.md
@@ -497,13 +497,13 @@ GitlabServicePingWorker.new.perform('triggered_from_cron' => false, 'skip_db_wri
 
 ## Monitoring
 
-Service Ping reporting process state is monitored with [internal SiSense dashboard](https://app.periscopedata.com/app/gitlab/968489/Product-Intelligence---Service-Ping-Health).
+Service Ping reporting process state is monitored with [internal SiSense dashboard](https://app.periscopedata.com/app/gitlab/968489).
 
 ## Related topics
 
-- [Product Intelligence Guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
+- [Analytics Instrumentation Guide](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/)
 - [Snowplow Guide](../snowplow/index.md)
-- [Product Intelligence Direction](https://about.gitlab.com/direction/analytics/product-intelligence/)
+- [Analytics Instrumentation Direction](https://about.gitlab.com/direction/analytics/analytics-instrumentation/)
 - [Data Analysis Process](https://about.gitlab.com/handbook/business-technology/data-team/#data-analysis-process/)
 - [Data for Product Managers](https://about.gitlab.com/handbook/business-technology/data-team/programs/data-for-product-managers/)
 - [Data Infrastructure](https://about.gitlab.com/handbook/business-technology/data-team/platform/infrastructure/)
diff --git a/doc/development/service_ping/metrics_dictionary.md b/doc/development/service_ping/metrics_dictionary.md
index f36a97bcf6bad8062d7ad0463f12c166585adf02..debe1cca37e32c4168f514a2afe518a23b54861f 100644
--- a/doc/development/service_ping/metrics_dictionary.md
+++ b/doc/development/service_ping/metrics_dictionary.md
@@ -219,7 +219,7 @@ key_path: uuid
 description: GitLab instance unique identifier
 product_section: analytics
 product_stage: analytics
-product_group: product_intelligence
+product_group: analytics_instrumentation
 value_type: string
 status: active
 milestone: 9.1
@@ -313,7 +313,7 @@ bundle exec rails generate gitlab:usage_metric_definition:redis_hll issues users
 
 ## Metrics Dictionary
 
-[Metrics Dictionary is a separate application](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/metric-dictionary).
+[Metrics Dictionary is a separate application](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/metric-dictionary).
 
 All metrics available in Service Ping are in the [Metrics Dictionary](https://metrics.gitlab.com/).
 
diff --git a/doc/development/service_ping/metrics_instrumentation.md b/doc/development/service_ping/metrics_instrumentation.md
index 7441a2d1bd4dd92cdaabbc11932511cfbea4e62f..b6ca773a5726670ca4c8740fff24689575ff2c84 100644
--- a/doc/development/service_ping/metrics_instrumentation.md
+++ b/doc/development/service_ping/metrics_instrumentation.md
@@ -29,7 +29,7 @@ A metric definition has the [`instrumentation_class`](metrics_dictionary.md) fie
 
 The defined instrumentation class should inherit one of the existing metric classes: `DatabaseMetric`, `RedisMetric`, `RedisHLLMetric`, `NumbersMetric` or `GenericMetric`.
 
-The current convention is that a single instrumentation class corresponds to a single metric. On rare occasions, there are exceptions to that convention like [Redis metrics](#redis-metrics). To use a single instrumentation class for more than one metric, please reach out to one of the `@gitlab-org/analytics-section/product-intelligence/engineers` members to consult about your case.
+The current convention is that a single instrumentation class corresponds to a single metric. On rare occasions, there are exceptions to that convention like [Redis metrics](#redis-metrics). To use a single instrumentation class for more than one metric, please reach out to one of the `@gitlab-org/analytics-section/analytics-instrumentation/engineers` members to consult about your case.
 
 Using the instrumentation classes ensures that metrics can fail safe individually, without breaking the entire
  process of Service Ping generation.
diff --git a/doc/development/service_ping/metrics_lifecycle.md b/doc/development/service_ping/metrics_lifecycle.md
index 318db6895fb9bfe51d15083274790c686c8b7a41..cc56863690c22ba2fbd8257f7cb4fd084ddb269c 100644
--- a/doc/development/service_ping/metrics_lifecycle.md
+++ b/doc/development/service_ping/metrics_lifecycle.md
@@ -34,11 +34,11 @@ Currently, the [Metrics Dictionary](https://metrics.gitlab.com/) is built automa
 
 WARNING:
 If a metric is not used in Sisense or any other system after 6 months, the
-Product Intelligence team marks it as inactive and assigns it to the group owner for review.
+Analytics Instrumentation team marks it as inactive and assigns it to the group owner for review.
 
 We are working on automating this process. See [this epic](https://gitlab.com/groups/gitlab-org/-/epics/8988) for details.
 
-Product Intelligence removes metrics from Service Ping if they are not used in any Sisense dashboard.
+Analytics Instrumentation removes metrics from Service Ping if they are not used in any Sisense dashboard.
 
 For an example of the metric removal process, see this [example issue](https://gitlab.com/gitlab-org/gitlab/-/issues/388236).
 
@@ -88,7 +88,7 @@ To remove a metric:
 
    Do not remove the metric's YAML definition altogether. Some self-managed
    instances might not immediately update to the latest version of GitLab, and
-   therefore continue to report the removed metric. The Product Intelligence team
+   therefore continue to report the removed metric. The Analytics Instrumentation team
    requires a record of all removed metrics to identify and filter them.
 
    For example please take a look at this [merge request](https://gitlab.com/gitlab-org/gitlab/-/merge_requests/60149/diffs#b01f429a54843feb22265100c0e4fec1b7da1240_10_10).
diff --git a/doc/development/service_ping/performance_indicator_metrics.md b/doc/development/service_ping/performance_indicator_metrics.md
index 0ca663ce09aa6aec4e7948066952227ea70f2aee..d7811c52bb1eecb2706e7bd4ffcde858e4c5b0fc 100644
--- a/doc/development/service_ping/performance_indicator_metrics.md
+++ b/doc/development/service_ping/performance_indicator_metrics.md
@@ -6,11 +6,11 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 
 # Performance Indicator Metrics guide
 
-This guide describes how to use metrics definitions to define [performance indicator](https://about.gitlab.com/handbook/product/product-intelligence-guide/#implementing-product-performance-indicators) metrics.
+This guide describes how to use metrics definitions to define [performance indicator](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/#implementing-product-performance-indicators) metrics.
 
 To use a metric definition to manage a performance indicator:
 
 1. Create a merge request that includes related changes.
-1. Use labels `~"product intelligence"`, `"~Data Warehouse::Impact Check"`.
+1. Use labels `~"analytics instrumentation"`, `"~Data Warehouse::Impact Check"`.
 1. Update the metric definition `performance_indicator_type` [field](metrics_dictionary.md#metrics-definition-and-validation).
 1. Create an issue in GitLab Product Data Insights project with the [PI Chart Help template](https://gitlab.com/gitlab-data/product-analytics/-/issues/new?issuable_template=PI%20Chart%20Help) to have the new metric visualized.
diff --git a/doc/development/service_ping/review_guidelines.md b/doc/development/service_ping/review_guidelines.md
index 8128f1e371b7d9299d84400b69dcde9888ad31fd..feb85a491ad970b1e7484112bca0edd295664d79 100644
--- a/doc/development/service_ping/review_guidelines.md
+++ b/doc/development/service_ping/review_guidelines.md
@@ -42,7 +42,7 @@ are regular backend changes.
   - Assign both the `~backend` and `~analytics instrumentation` reviews to another Analytics Instrumentation team member.
   - Assign the maintainer review to someone outside of the Analytics Instrumentation group.
 - Assign an
-  [engineer](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) from the Analytics Instrumentation team for a review.
+  [engineer](https://gitlab.com/groups/gitlab-org/analytics-section/analytics-instrumentation/engineers/-/group_members?with_inherited_permissions=exclude) from the Analytics Instrumentation team for a review.
 - Set the correct attributes in the metric's YAML definition:
   - `product_section`, `product_stage`, `product_group`
   - Provide a clear description of the metric.
@@ -76,7 +76,7 @@ are regular backend changes.
 
 [Danger bot](../dangerbot.md) adds the list of changed Analytics Instrumentation files
 and pings the
-[`@gitlab-org/analytics-section/product-intelligence/engineers`](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) group for merge requests
+[`@gitlab-org/analytics-section/analytics-instrumentation/engineers`](https://gitlab.com/groups/gitlab-org/analytics-section/analytics-instrumentation/engineers/-/group_members?with_inherited_permissions=exclude) group for merge requests
 that are not drafts.
 
 Any of the Analytics Instrumentation engineers can be assigned for the Analytics Instrumentation review.
diff --git a/doc/development/service_ping/troubleshooting.md b/doc/development/service_ping/troubleshooting.md
index 1b896efb72624634cd9229700615bc35de9e6681..e69557c7f1b1b89ada8188fee374fc1e94760149 100644
--- a/doc/development/service_ping/troubleshooting.md
+++ b/doc/development/service_ping/troubleshooting.md
@@ -10,13 +10,13 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 
 ### Symptoms
 
-You will be alerted by a [Sisense alert](https://app.periscopedata.com/app/gitlab/alert/Service-ping-payload-drop-Alert/5a5b8766b8af43b4a75d6e9c684a365f/edit) that is sent to `#g_product_intelligence` Slack channel
+You will be alerted by a [Sisense alert](https://app.periscopedata.com/app/gitlab/alert/Service-ping-payload-drop-Alert/5a5b8766b8af43b4a75d6e9c684a365f/edit) that is sent to `#g_analyze_analytics_instrumentation` Slack channel
 
 ### Locating the problem
 
 First you need to identify at which stage in Service Ping data pipeline the drop is occurring.
 
-Start at [Service Ping Health Dashboard](https://app.periscopedata.com/app/gitlab/968489/Product-Intelligence---Service-Ping-Health) on Sisense.
+Start at [Service Ping Health Dashboard](https://app.periscopedata.com/app/gitlab/968489) on Sisense.
 
 The alert compares the current daily value with the daily value from previous week, excluding the last 48 hours as this is the interval where we export the data in GCP and get it into DWH.
 
@@ -30,7 +30,7 @@ For results about an investigation conducted into an unexpected drop in Service
 
 Check if the [export jobs](https://gitlab.com/gitlab-services/version-gitlab-com#data-export-using-pipeline-schedules) are successful.
 
-Check [Service Ping errors](https://app.periscopedata.com/app/gitlab/968489/Product-Intelligence---Service-Ping-Health?widget=14609989&udv=0) in the [Service Ping Health Dashboard](https://app.periscopedata.com/app/gitlab/968489/Product-Intelligence---Service-Ping-Health).
+Check [Service Ping errors](https://app.periscopedata.com/app/gitlab/968489?widget=14609989&udv=0) in the [Service Ping Health Dashboard](https://app.periscopedata.com/app/gitlab/968489).
 
 ### Troubleshoot Google Storage layer
 
diff --git a/doc/development/snowplow/index.md b/doc/development/snowplow/index.md
index 4ccb90c22a69f8aae3ce8ad07bd25a682b42097c..ca74761dbda6f9428c235944ae984655bbf7af5d 100644
--- a/doc/development/snowplow/index.md
+++ b/doc/development/snowplow/index.md
@@ -6,7 +6,7 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 
 # Snowplow development guidelines
 
-Snowplow is an enterprise-grade marketing and Product Intelligence platform that tracks how users engage with our website and application.
+Snowplow is an enterprise-grade marketing and Analytics Instrumentation platform that tracks how users engage with our website and application.
 
 [Snowplow](https://snowplow.io/) consists of several loosely-coupled sub-systems:
 
@@ -194,9 +194,9 @@ Snowplow JavaScript adds [web-specific parameters](https://docs.snowplow.io/docs
 - [Snowplow data structure](https://docs.snowplow.io/docs/understanding-your-pipeline/canonical-event/)
 - [Our Iglu schema registry](https://gitlab.com/gitlab-org/iglu)
 - [List of events used in our codebase (Event Dictionary)](https://metrics.gitlab.com/snowplow/)
-- [Product Intelligence Guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
+- [Analytics Instrumentation Guide](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/)
 - [Service Ping Guide](../service_ping/index.md)
-- [Product Intelligence Direction](https://about.gitlab.com/direction/analytics/product-intelligence/)
+- [Analytics Instrumentation Direction](https://about.gitlab.com/direction/analytics/analytics-instrumentation/)
 - [Data Analysis Process](https://about.gitlab.com/handbook/business-technology/data-team/#data-analysis-process/)
 - [Data for Product Managers](https://about.gitlab.com/handbook/business-technology/data-team/programs/data-for-product-managers/)
 - [Data Infrastructure](https://about.gitlab.com/handbook/business-technology/data-team/platform/infrastructure/)
diff --git a/doc/development/snowplow/infrastructure.md b/doc/development/snowplow/infrastructure.md
index ac146542630b67d7116163c059daccfe185c34a6..9679abac6b788ed7c9d170fd8792f87c5475d836 100644
--- a/doc/development/snowplow/infrastructure.md
+++ b/doc/development/snowplow/infrastructure.md
@@ -50,11 +50,11 @@ See [Snowplow technology 101](https://github.com/snowplow/snowplow/#snowplow-tec
 
 ### Pseudonymization
 
-In contrast to a typical Snowplow pipeline, after enrichment, GitLab Snowplow events go through a [pseudonymization service](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization) in the form of an AWS Lambda service before they are stored in S3 storage.
+In contrast to a typical Snowplow pipeline, after enrichment, GitLab Snowplow events go through a [pseudonymization service](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/snowplow-pseudonymization) in the form of an AWS Lambda service before they are stored in S3 storage.
 
 #### Why events need to be pseudonymized
 
-GitLab is bound by its [obligations to community](https://about.gitlab.com/handbook/product/product-intelligence-guide/service-usage-data-commitment/)
+GitLab is bound by its [obligations to community](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/service-usage-data-commitment/)
 and by [legal regulations](https://about.gitlab.com/handbook/legal/privacy/services-usage-data/) to protect the privacy of its users.
 
 GitLab must provide valuable insights for business decisions, and there is a need
@@ -81,11 +81,11 @@ See [Data team's Snowplow Overview](https://about.gitlab.com/handbook/business-t
 
 There are several tools that monitor Snowplow events tracking in different stages of the processing pipeline:
 
-- [Product Intelligence Grafana dashboard](https://dashboards.gitlab.net/d/product-intelligence-main/product-intelligence-product-intelligence?orgId=1) monitors backend events sent from a GitLab.com instance to a collectors fleet. This dashboard provides information about:
+- [Analytics Instrumentation Grafana dashboard](https://dashboards.gitlab.net/d/product-intelligence-main/product-intelligence-product-intelligence?orgId=1) monitors backend events sent from a GitLab.com instance to a collectors fleet. This dashboard provides information about:
   - The number of events that successfully reach Snowplow collectors.
   - The number of events that failed to reach Snowplow collectors.
   - The number of backend events that were sent.
-- [AWS CloudWatch dashboard](https://console.aws.amazon.com/cloudwatch/home?region=us-east-1#dashboards:name=SnowPlow;start=P3D) monitors the state of the events in a processing pipeline. The pipeline starts from Snowplow collectors, goes through to enrichers and pseudonymization, and then up to persistence in an S3 bucket. From S3, the events are imported into the Snowflake Data Warehouse. You must have AWS access rights to view this dashboard. For more information, see [monitoring](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization#monitoring) in the Snowplow Events pseudonymization service documentation.
+- [AWS CloudWatch dashboard](https://console.aws.amazon.com/cloudwatch/home?region=us-east-1#dashboards:name=SnowPlow;start=P3D) monitors the state of the events in a processing pipeline. The pipeline starts from Snowplow collectors, goes through to enrichers and pseudonymization, and then up to persistence in an S3 bucket. From S3, the events are imported into the Snowflake Data Warehouse. You must have AWS access rights to view this dashboard. For more information, see [monitoring](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/snowplow-pseudonymization#monitoring) in the Snowplow Events pseudonymization service documentation.
 - [Sisense dashboard](https://app.periscopedata.com/app/gitlab/417669/Snowplow-Summary-Dashboard) provides information about the number of good and bad events imported into the Data Warehouse, in addition to the total number of imported Snowplow events.
 
 For more information, see this [video walk-through](https://www.youtube.com/watch?v=NxPS0aKa_oU).
@@ -93,8 +93,8 @@ For more information, see this [video walk-through](https://www.youtube.com/watc
 ## Related topics
 
 - [Snowplow technology 101](https://github.com/snowplow/snowplow/#snowplow-technology-101)
-- [Snowplow pseudonymization AWS Lambda project](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization)
-- [Product Intelligence Guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
+- [Snowplow pseudonymization AWS Lambda project](https://gitlab.com/gitlab-org/analytics-section/analytics-instrumentation/snowplow-pseudonymization)
+- [Analytics Instrumentation Guide](https://about.gitlab.com/handbook/product/analytics-instrumentation-guide/)
 - [Data Infrastructure](https://about.gitlab.com/handbook/business-technology/data-team/platform/infrastructure/)
 - [Snowplow architecture overview (internal)](https://www.youtube.com/watch?v=eVYJjzspsLU)
 - [Snowplow architecture overview slide deck (internal)](https://docs.google.com/presentation/d/16gQEO5CAg8Tx4NBtfnZj-GF4juFI6HfEPWcZgH4Rn14/edit?usp=sharing)
diff --git a/doc/development/snowplow/review_guidelines.md b/doc/development/snowplow/review_guidelines.md
index d5432cc90757ede2fba6670eb69629529dd05d6b..07b25f95e13be9daed5510e6ebf5c1153081ac05 100644
--- a/doc/development/snowplow/review_guidelines.md
+++ b/doc/development/snowplow/review_guidelines.md
@@ -40,5 +40,5 @@ events or touches Snowplow related files.
 - Check that an event definition file was created or updated in accordance with the [Event Dictionary Guide](event_dictionary_guide.md).
 - If needed, check that the events are firing locally using one of the
 [testing tools](implementation.md#develop-and-test-snowplow) available.
-- Approve the MR, and relabel the MR with `~"product intelligence::approved"`.
+- Approve the MR, and relabel the MR with `~"analytics instrumentation::approved"`.
 - If the snowplow event mirrors a RedisHLL event, then tag @mdrussell to review if the payload is usable for this purpose.
diff --git a/doc/development/snowplow/troubleshooting.md b/doc/development/snowplow/troubleshooting.md
index 92267dfcb0c72ac9b662bf623fb9a826b0da40bf..885f4e0c16f66b7df1b4f2b868b8e67e18deea01 100644
--- a/doc/development/snowplow/troubleshooting.md
+++ b/doc/development/snowplow/troubleshooting.md
@@ -31,14 +31,14 @@ While on CloudWatch dashboard set time range to last 4 weeks, to get better pict
 
 ### Troubleshooting GitLab application layer
 
-Drop occurring at application layer can be symptom of some issue, but it might be also a result of normal application lifecycle, intended changes done to product intelligence or experiments tracking
+Drop occurring at application layer can be symptom of some issue, but it might be also a result of normal application lifecycle, intended changes done to analytics instrumentation or experiments tracking
 or even a result of a public holiday in some regions of the world with a larger user-base. To verify if there is an underlying problem to solve, you can check following things:
 
 1. Check `about.gitlab.com` website traffic on [Google Analytics](https://analytics.google.com/analytics/web/) to verify if some public holiday might impact overall use of GitLab system
    1. You may require to open an access request for Google Analytics access first, for example: [access request internal issue](https://gitlab.com/gitlab-com/team-member-epics/access-requests/-/issues/1772)
 1. Plot `select date(dvce_created_tstamp) , event , count(*) from legacy.snowplow_unnested_events_90 where dvce_created_tstamp > '2021-06-15' and dvce_created_tstamp < '2021-07-10' group by 1 , 2 order by 1 , 2` in SiSense to see what type of events was responsible for drop
 1. Plot `select date(dvce_created_tstamp) ,se_category , count(*) from legacy.snowplow_unnested_events_90 where dvce_created_tstamp > '2021-06-15' and dvce_created_tstamp < '2021-07-31' and event = 'struct' group by  1 , 2 order by  1, 2` what events recorded the biggest drops in suspected category
-1. Check if there was any MR merged that might cause reduction in reported events, pay an attention to ~"product intelligence" and ~"growth experiment" labeled MRs
+1. Check if there was any MR merged that might cause reduction in reported events, pay an attention to ~"analytics instrumentation" and ~"growth experiment" labeled MRs
 1. Check (via [Grafana explore tab](https://dashboards.gitlab.net/explore) ) following Prometheus counters `gitlab_snowplow_events_total`, `gitlab_snowplow_failed_events_total` and `gitlab_snowplow_successful_events_total` to see how many events were fired correctly from GitLab.com. Example query to use `sum(rate(gitlab_snowplow_successful_events_total{env="gprd"}[5m])) / sum(rate(gitlab_snowplow_events_total{env="gprd"}[5m]))` would chart rate at which number of good events rose in comparison to events sent in total. If number drops from 1 it means that problem might be in communication between GitLab and AWS collectors fleet.
 1. Check [logs in Kibana](https://log.gprd.gitlab.net/app/discover#) and filter with `{ "query": { "match_phrase": { "json.message": "failed to be reported to collector at" } } }` if there are some failed events logged
 
diff --git a/doc/user/admin_area/settings/usage_statistics.md b/doc/user/admin_area/settings/usage_statistics.md
index ba226e0f05b2ad9b1b5673532a06caab5dbb002a..ef34bfbc151306e1a54a7ce458bd640015c0bb57 100644
--- a/doc/user/admin_area/settings/usage_statistics.md
+++ b/doc/user/admin_area/settings/usage_statistics.md
@@ -211,7 +211,7 @@ If there are problems with the manual upload:
 
 1. Open a confidential issue in the [security fork of version app project](https://gitlab.com/gitlab-org/security/version.gitlab.com).
 1. Attach the JSON payload if possible.
-1. Tag `@gitlab-org/analytics-section/product-intelligence` who will triage the issue.
+1. Tag `@gitlab-org/analytics-section/analytics-instrumentation` who will triage the issue.
 <!-- ## Troubleshooting
 
 Include any troubleshooting steps that you can foresee. If you know beforehand what issues
diff --git a/tooling/danger/analytics_instrumentation.rb b/tooling/danger/analytics_instrumentation.rb
index ce5ee55e3ee77ae1e4aa9772cb5ef0a92560e028..767ae8dfb4c9874bc2c9ffacfb67f7394fdb5f74 100644
--- a/tooling/danger/analytics_instrumentation.rb
+++ b/tooling/danger/analytics_instrumentation.rb
@@ -8,7 +8,7 @@ module AnalyticsInstrumentation
       APPROVED_LABEL = 'analytics instrumentation::approved'
       REVIEW_LABEL = 'analytics instrumentation::review pending'
       CHANGED_FILES_MESSAGE = <<~MSG
-        For the following files, a review from the [Data team and Analytics Instrumentation team](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) is recommended
+        For the following files, a review from the [Data team and Analytics Instrumentation team](https://gitlab.com/groups/gitlab-org/analytics-section/analytics-instrumentation/engineers/-/group_members?with_inherited_permissions=exclude) is recommended
         Please check the ~"analytics instrumentation" [Service Ping guide](https://docs.gitlab.com/ee/development/service_ping/) or the [Snowplow guide](https://docs.gitlab.com/ee/development/snowplow/).
 
         For MR review guidelines, see the [Service Ping review guidelines](https://docs.gitlab.com/ee/development/service_ping/review_guidelines.html) or the [Snowplow review guidelines](https://docs.gitlab.com/ee/development/snowplow/review_guidelines.html).