HubSpot on AI and Marketing in 2025: Smarter, Faster, More Human

In its 2025 State of Marketing report, HubSpot delivers a clear message: marketers are entering a new phase: AI-first, content-rich, and hyper-personalized. But as technology accelerates, so does the need for authentic engagement and smarter strategy.

Based on insights from over 1,200 marketing leaders, here are the most important trends shaping the way brands connect, convert, and grow in 2025.

→ AI is the new teammate, not just a tool

Marketers are no longer experimenting with AI. They’re building it into every workflow.

92% of marketers say AI has already impacted their role
Over one-third say the impact has been very significant
HubSpot’s demand team used GPT-4 to power email campaigns that led to:
- 82% higher conversion rates
- 50% better click-through rates
- 30% stronger open rates

AI is powering content creation, campaign reporting, audience insights, and more.

What to do: Start with high-leverage AI use cases like content repurposing, reporting, and campaign personalization. Don’t wait to train your team.

→ Personalization pays off

Today’s customers expect experiences tailored to their interests, behaviors, and needs.

96% of marketers say personalized experiences have increased sales
HubSpot’s personalization strategies include dynamic emails, landing pages, and tailored chatbot journeys

What to do: Use behavioral data to segment content and deliver value based on individual context. Let AI help you scale it efficiently.

→ Short-form video and creator content dominate

The attention economy rewards brands that are visual, social, and story-first.

Short-form video is now the #1 content format for ROI in both B2B and B2C
91% of marketers plan to maintain or increase investment in podcasts and audio
Micro-influencers with niche audiences are driving the highest engagement

What to do: Turn long-form into short-form. Collaborate with trusted creators. Make your brand feel human and relatable across channels.

→ Younger audiences, higher expectations

Millennials and Gen Z are now the primary marketing targets and they expect more than just a sales pitch.

74% of B2B marketers are targeting Millennials in 2025
Gen Z prefers platforms like TikTok, Instagram, and YouTube
Both generations value authenticity, sustainability, and bold brand messaging

What to do: Lean into storytelling that reflects your values. Empower creators, employees, and customers to tell your brand story.

→ First-party data is the new currency

As third-party cookies disappear, first-party data becomes critical for both personalization and compliance.

Top concerns: poor data quality, privacy regulations, and consumer trust
Top strategies: loyalty programs, exclusive content, and transparent data practices

What to do: Create clear value exchanges for data. Make sure your systems are built to respect and protect customer privacy.

→ Future-ready teams drive future-ready growth

Technology moves fast, but companies that invest in their people move faster.

Most in-demand roles for 2025: social media strategists, content creators, and marketing data analysts
HubSpot’s own teams scaled podcast production, video storytelling, and creator programs to stay ahead

What to do: Prioritize upskilling in AI, content strategy, and analytics. Marketing agility starts with your team.

→ Final takeaway: What HubSpot marketing trends tell us about 2025

HubSpot’s report makes one thing clear: the future of marketing isn’t just more content or more automation. It’s about scaling attention, delivering real value, and building brand trust faster and smarter.

As Kieran Flanagan, SVP of Marketing at HubSpot, puts it:

“Marketing is going to change. Instead of scaling traffic, we need to scale attention.”

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