"Stop overthinking AI. It is exciting, easily the biggest technological shift of my lifetime, but so many use cases are still experimental and not consistently accurate. The 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. Those little building blocks have made me way more productive, organized, and efficient at work."
"I would have told myself not to overthink how AI is disrupting top of funnel search marketing, and that's because we've seen this year how the search community has evolved to focus on optimizing for AI visibility. We've now got AI visibility monitoring tools, proven AEO tactics, and clear AEO reporting KPIs. In January 2025, the route forwards was uncertain, but we've thankfully been able to navigate that uncertainty and establish a new AEO process that's scaling AI visibility for HubSpot."
Marketers simplified AI use by focusing on small, reliable tasks and incremental workflow tweaks. Teams built custom GPTs for specific jobs, used meeting-note summaries for quick Slack updates, and converted messy ideas into clear campaign briefs. Search teams shifted to optimize for AI visibility, implementing AI visibility monitoring tools, AEO tactics, and reporting KPIs to scale results. A mindset change away from rigid playbooks toward iterative problem-solving sped up work and improved outcomes. Experimental and inconsistent AI use remained risky, so success came from modest, repeatable building blocks and targeted bets.
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