AI is changing how people search—tools like Google Gemini now summarize answers directly, pulling from content that demonstrates expertise, authority, and trustworthiness (E-A-T). To stay visible, marketers need to prioritize high-quality, trustworthy content that can serve as source material for AI. And HubSpot is building tools to make creating that kind of content even easier.

“AI has fundamentally changed the level of importance and emphasis that we need to place on SEO... you need to place greater emphasis on creating content that'll allow these search engines or AI tools to bring in your content as a source material.” - Isaac Min, HubSpot

Start with Breeze Copilot, which is embedded across HubSpot and can instantly generate content, summarize campaigns, and surface performance data. Then explore Content Agent for fast blog and case study creation, and Content Remix to turn one piece into many formats. All of these tools are connected to your CRM data, making execution faster and smarter—without leaving the platform.

“It’s kind of like getting 10x value from everything you create… all connected, all within the CRM.” - Kina Lara, HubSpot

Focus on content diversification at scale—AI helps you create more assets faster, across channels like blogs, social, and podcasts. Then lean into personalization by training Breeze on your top-performing content and ICP. Add in data-driven optimization with AI-powered insights that surface opportunities faster than manual analysis. Finally, go global—HubSpot’s AI makes translation simple so you can scale without friction.

“The magic… is that the AI in HubSpot Breeze is not ever working in isolation. It’s informed by your customer interactions, not just the marketing data.” - Kina Lara, HubSpot

AI isn’t just about speed—it’s about connection. The most meaningful use cases are where AI helps people communicate more clearly and empathetically. Whether it's someone using AI to rewrite messages due to learning challenges, or tools that filter toxicity out of support tickets, the goal isn’t to scale mediocrity, but to scale humanity.

 “The lazy way to use AI is to say, how can I be mediocre at scale... but marketing has always been about empathy and communicating effectively.” - Sam Mallikarjunan, Agent.AI

It’s a valid concern—and one we’ve seen before during the rise of cloud computing. The key is education, plus choosing the right architecture. For strict data needs, companies can run open-source models like Meta’s LLaMA locally to keep sensitive information inside their firewall. The trend toward edge AI (like Apple’s on-device processing) means more privacy-focused options are coming fast.

“You can use the data you need… and get the benefit from AI without actually losing control of the data your customers trust you with.” - Sam Mallikarjunan