The workplace changes HubSpot sees coming
How AI agents and unstructured data will reshape SMB operations.
What will the workplace of the future look like? I had a tantalising glimpse of it at HubSpot Inbound earlier this month. For a start, AI is changing the face of digital marketing. I also wrote about AI engine optimisation earlier.
But other things will change too. I had the opportunity to speak with HubSpot's Dylan Sellberg and Jon Dick at the conference on what SMBs can expect. Here's what I learned.
Integrating AI into workflows
While we can all agree that AI is upending everything as we know it, it's the application that we all have difficulty figuring out.
This is why HubSpot doesn't just build shiny AI features, says Dylan, but works hard to ensure they slot directly into customer workflows. This means embedding AI in a way that feels natural, not experimental, into sales, service, and marketing.
The key word here is "natural." Most companies are bolting AI onto existing processes. The winners will be those who redesign workflows around AI's capabilities.
Photo Credit: Paul Mahtech
The 'agent' manager
Dylan thinks humans are very much still needed with AI. In fact, he predicts a new job function with employees overseeing and orchestrating multiple AI agents.
This "agent manager" will need to manage AI context, connect tools, and optimise performance. AI agents would serve as important teammates requiring structured management.
Think of it as the evolution from managing people to managing a hybrid workforce of humans and AI agents. The skills required will be different: less about motivation and more about orchestration.
Personalisation at scale with AI
Personalisation was traditionally limited to structured data such as name or industry. This changes with AI, according to Jonathan.
With AI, it's now possible to leverage unstructured data for truly personal communications. Data that was too hard or expensive to use is now accessible at scale: emails, call recordings, social media posts, and customer interviews.
Expect an 82% increase in conversion rates when customers receive uniquely generated personal emails compared to generic personalisation, says Jonathan.
The data quality revolution
Data quality has traditionally been the Achilles heel of SMBs - or most companies, really, if we're to be honest.
Today, we can leverage predictive AI models to power data cleaning, anomaly detection, and formatting checks to dramatically boost data quality. And new tools make it trivial to securely access data without involving the IT department, putting control back in the hands of business users.
How is AI changing your own day-to-day work?
