The industry was switching to agents, so our original design to help customers feel comfortable with AI generated content became obsolete quickly.
Workshopping our Core Beliefs
I ran a mission + vision workshop with our PM and Eng partners to help us develop our opinion on where we would need to be in 2026, so that we weren’t consistently feeling behind in the market.
Through the workshop, we aligned around vision to “Empower content marketers to thrive in the age of AI.” And that AI mattered because AI is rapidly redefining how audiences find and engage with content. We believed that marketers who don’t adapt will become obsolete.
We stayed current on AI tends and reactions to AI. We used Notebook LM and other AI tools to analyze user interviews, articles, and social media reactions and outlined 4 key challenges for our target Marketer persona:
The change in content quality and producing unique content that resonnates
Declining social media and SEO clicks due to AI summaries and chat tools
Analysis of whether content is working is harder to measure
Marketers need to reach consumers on a growing number of channels
Impact
With our new understanding on how to help our customers, my partners and I established 3 categories to help drive our impact on our product. These categories, paired with HubSpot’s competitive advantages, would propel our customers to be more successful with HubSpot than any other tool, and increase our product’s moat from competitors.
We evaluated the projects that we had planned to ensure that we were prioritizing the right projects, and decided pull up work to build AI Agents that built and evaluated content from the end of the year to the middle of the year.
After our workshop, my group lead partners and I established a new vision for our teams.
We identified 4 key opportunities to help our marketing persona in the age of AI
Leading AI Innovation
Context
HubSpot Content Hub product targets marketers who creates website pages, landing pages, videos, podcasts and other web content to generate leads.
We had been releasing one-off AI-features, but hadn’t thought strategically about how we can help marketers thrive in the changing content world.
In 2025, my group lead partners, who are PM and Eng managers, and I worked together to evaluate our current projects and determine how we could release a more cohesive product offering
Hubspot
By understanding the key issues our marketing persona was facing with the change in the industry due to AI, we established 3 strategic areas to improve and develop to better meet our customers’ needs.
Our key competitive advantages, paired with our product initiatives will make customers more successful with HubSpot than any other tool.