“Artificial intelligence is dangerous because it is cool”

I spent the rest of the week asking HubSpot marketers to get candid about what worked for them in 2025 and what they let carry over.

Six HubSpotters share a couple in their “Why Haven’t I Done This Before?” moments from the previous 300 and sixty-five days, from rethinking how they use artificial intelligence to supporting unmeasurable bets.

If it were essential to go back to January 2025, what would you tell yourself to stop overthinking?

Adam Biddlecombe, Marketing Manager, AI Media Strategist

“Save yourself overthinking about AI. It’s exciting, just a very powerful technological change in my life, in return so many use cases are experimental anyway and not always the right kind.

“The real successes have come from keeping it simple. Small tasks, small workflow changes. Building a handful of custom GPTs for specific jobs, getting summarized meeting notes for a quick Slack replacement, turning messy ideas into a clear temporary ad marketing campaign.

“Those little building blocks have made me so much more productive, organized, and enjoyable in my art work.”

Rory Hope, Senior Director, EN Growth

“Perhaps I would have advised myself not to think too much about the way in which artificial intelligence is disrupting the promotion and advertising of the best of funnel search, and this is because of This year we’ve noticed how the research community is struggling to be aware of optimizing the visibility of AI. We now have an AI visibility monitoring apparatus, we have demonstrated AEO modes and clear AEO reporting KPIs.

“In January 2025, the path forward was still uncertain, but fortunately we were able to overcome that uncertainty and decide on a brand new AEO process that is broadening AI visibility for HubSpot.”

What is the smallest alternative you made in 2025 that had a very powerful impact on your results?

Nuriel Canlas, senior marketing expert, HubSpot Media

“My biggest victory came right here from a simple change in mentality. I stopped considering that I was looking for a playbook for the whole thing and I started treating every inconvenience as something I could just decide. When I dedicated myself to this, my artistic work became faster and the results improved.

Amanda Kopen, Manager, Promotion

“A small alternative I made in H1 2025 that had a huge impact on H2 results was to repurpose a 15-minute meeting per month to train my staff on AI provisions. The AI ​​overviews, kind updates, and dwindling online guests of herbal websites were once very unnerving, particularly for those with seo backgrounds. Then again Taking the time to consolidate knowledge from across the industry into transitional categories has allowed my staff to use AI in their artistic work day after day.

“Now, in December, they provide me with data and insights and share them with everyone. Our efficiency and creativity are very complex, which has led to the emergence of a go-to name for artificial intelligence.”

What promotion tip have you overlooked after all of this 12 months — and why was it once the right headline?

Amy Marino, Senior Director, Brand and Social

“The narrative that AI will alternate craving ingenious strategists is so misplaced.

“We integrated AI into our production of social content materials this year and the opposite was true: Artificial intelligence has made ingenious methodology and elegance further appreciated, no less. Anyone can generate content material now. Then again understanding what is viral vs forgettable, culturally fluent vs unavailable, and what keeps our voice instead of looking like generic AI due to what actually makes the content material the object of the artwork.

“AI is wonderfully bad at being interesting, engaging, and differentiatedand I’m not sure if it’s something that can be caused.

After all, what promotion and advertising metric did you save yourself from obsessing about — and what happened when you let it move on?

Jonathon McKenzie, head of paid media for the brand’s title

“This year I let the idea carry over that if you don’t measure it, you shouldn’t measure it. We financed out of home in an area where awareness had stalled, even though it didn’t fit a clean LTV story. It worked. Not everything that builds your brand shows up on your weekly dashboard anymore.“

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