Stop overthinking AI.<\/strong> It is exciting, easily the biggest technological shift of my lifetime, but so many use cases are still experimental and not consistently accurate.<\/p>\n\u201cThe real wins have come from keeping it simple. Small tasks, small workflow tweaks. Building a handful of custom GPTs for specific jobs, getting meeting notes summarized for a quick Slack update, turning messy ideas into a clear campaign brief.<\/p>\n
\u201cThose little building blocks have made me way more productive, organized, and efficient at work.\u201d<\/p>\n
Rory Hope, Senior manager, EN Growth<\/h3>\n
\u201cI would have told myself not to overthink how AI is disrupting top of funnel search marketing, and that\u2019s because we\u2019ve seen this year how the search community has evolved to focus on optimizing for AI visibility<\/strong>. We\u2019ve now got AI visibility monitoring tools, proven AEO tactics, and clear AEO reporting KPIs.<\/p>\n\n\u201cIn January 2025, the route forwards was uncertain, but we\u2019ve thankfully been able to navigate that uncertainty and establish a new AEO process that\u2019s scaling AI visibility for HubSpot.\u201d<\/p>\n
What’s the smallest change you made in 2025 that had the biggest impact on your results?<\/h2>\nNuriel Canlas, Senior marketer, HubSpot Media<\/h3>\n
\u201cMy biggest win came from a simple mindset shift. I stopped thinking I needed a playbook for everything<\/strong> and started treating each challenge like something I could figure out. Once I leaned into that, my work got faster and the results got better.\u201d<\/p>\n\nAmanda Kopen, Manager, Marketing<\/h3>\n
\u201cOne small change I made in H1 2025 that had an outsized impact on H2 results was repurposing one 15-minute meeting per month to educate my team on AI developments. AI Overviews, model updates, and the decrease of organic traffic was very nerve-wracking \u2014 especially for those with SEO backgrounds. But spending the time to consolidate information from across the industry into short lessons empowered my team to use AI in their work daily<\/strong>.<\/p>\n\n\u201cNow in December, they’re bringing news and insights to me and sharing with each other. Our efficiency and creativity have improved greatly, which has led to growing AI referral demand.\u201d<\/p>\n
What piece of marketing advice did you finally ignore this year \u2014 and why was that the right call?<\/h2>\nAmy Marino, Senior director, brand and social<\/h3>\n
\u201cThe narrative that AI will replace the need for creative strategists is so wrong.<\/strong><\/p>\n\u201cWe integrated AI into our social content production this year, and the opposite proved true: AI made creative strategy and taste more valuable, not less.<\/strong> Anyone can generate content now. But knowing what’s viral vs forgettable, culturally fluent vs cringe, and what maintains our voice vs sounding like generic AI because what actually makes the content work.<\/p>\n\u201cAI is pretty bad at being cool, interesting, and differentiated<\/strong>, and I\u2018m not sure that\u2019s something that can be prompted.\u201d<\/p>\nWhich marketing metric did you finally stop obsessing over \u2014 and what happened when you let it go?<\/h2>\nJonathon McKenzie, Head of brand paid media<\/h3>\n\n
\u201cThis year I let go of the idea that if you can\u2019t measure it, you shouldn\u2019t do it. We backed out-of-home in a region where awareness had stalled, even though it didn\u2019t map to a clean LTV story. It worked. Not everything that builds brand shows up in the weekly dashboard.<\/strong>\u201c<\/p>\n<\/a><\/p>","protected":false},"excerpt":{"rendered":"I spent the last week asking HubSpot marketers to get really honest about what actually […]<\/p>\n","protected":false},"author":0,"featured_media":1772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/1771","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/comments?post=1771"}],"version-history":[{"count":0,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/1771\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media\/1772"}],"wp:attachment":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media?parent=1771"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/categories?post=1771"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/tags?post=1771"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}