I’m going to be genuine with you: I’m worn down. We blinked, and it felt like every little thing was run by artificial intelligence (AI). I’m being remarkable, certainly, but AI is changing exactly how we function , play, and live faster than any type of tech I’ve seen in my decade-long advertising profession.

With a lot of changes and unknowns, it’s been overwhelming also for the seasoned marketing experts and authors below at HubSpot. Yet the even more we find out, the much more we recognize AI does not have to be the opponent of web content writers.

When made use of as a thoughtful addition to a human-led material creation process , AI can be a powerful tool that helps all of us function faster and smarter– without sacrificing our human touch.

Below on the HubSpot blog site group, we have actually been try out AI for a while currently, and, like everyone, we’re still figuring it out.

However we have actually likewise revealed some exciting usage situations that have structured a few of our even more time-intensive process, enhanced our result, and provided us time back for deeper topic study.

We’re not about gatekeeping, so allow’s talk with just how we have actually brought AI into our composing process.

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] How HubSpot Bloggers Use AI in Their Composing Refine

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] Action 1: We make use of AI to appear creative blocks and create ideas.

Every wonderful article starts with a trigger of motivation. Occasionally the ideas circulation easily; various other times, we require assistance taking off. This is where our partnership with AI starts.

I have actually penciled around 800 articles as a material online marketer, and even I still get writer’s block. When I had difficulty in the past, I would certainly talk with colleagues for ideas and concepts. However working remotely, there are fewer chances to talk casually similar to this.

While AI can not replace conversations with teammates, it has been a game-changer when I want help fleshing out a concept or thinking of how to come close to a subject.

“When I’m intending subjects to cover, AI is an unbelievably helpful conceptualizing pal,”shares Fellow HubSpotter Caroline Forsey.

“I just toss a concept and even a basic subject in a conversation, and it sits back angles, subtopics, and even prospective titles. I do not use its pointers verbatim. But beginning keeping that imaginative stimulate saves me hours on ideation, allowing the human group layer in voice and subtlety from the start.”

I couldn’t concur more.

Just recently, I was coming up with subjects for HubSpot’s Breaking the Blueprint column, and had some difficulty beginning. I labelled ChatGPT in for some aid, motivating:

“I’m conceptualizing write-up topics for a blog site concentrated on giving online marketers and service experts from underrepresented groups recommendations and info they require to understand. I want to target details subjects and problems that are special to these groups. I would certainly additionally like to touch upon subjects associated with the progressing role of AI on culture and organization. Can you give me some concepts?”

Here’s a peek at its feedback:

From there, I workshopped the suggestions and after that met an associate to finalize the topics that best suited our audience.

Like I said, AI doesn’t completely replace jumping concepts off a colleague, yet it can give a promising beginning point when you’re stuck. This obtained my innovative juices streaming, which’s all I required. When we have our direction, it’s time to study study.

Action 2: We power our study with AI as an information aide.

With our topic and angle defined, we need to understand our subject throughout. This is where AI becomes our research powerhouse.

As a content marketing professional and editor, my top worry is always quality and precision. I wish to see to it the information I place in front of any type of audience is useful and trustworthy. That suggests a great deal of research, and great research study takes time

Generative AI can help exponentially here with its capacity to gather and summarize details from numerous resources, frequently in secs. Actually, 47 % of marketing professionals report using AI for research study currently.

When it pertains to my very own study procedure, I no more have to infiltrate pages and pages of Google results to discover the details I require. Instead, AI does most of the heavy searching for me and wraps it up into a great, easy-to-understand plan. It does not simply provide me a source that could answer my question like a search engine; it provides me an answer straight.

Forsey additionally sees the benefits of utilizing AI for content research study.

She remembers, “As soon as, I needed to compose an article– actually– regarding the distinctions between ChatGPT, Google’s Poet [now Gemini], and Bing’s AI-powered online search engine. So, I asked ChatGPT: ‘Can you inform me the distinctions between ChatGPT, Google’s Bard, and Bing’s AI-powered search engine? Please put the benefits and drawbacks in a table format.’”

Quickly after, Caroline got back a comprehensive graph highlighting specifically what she desired in a few brief paragraphs:

Kaitlin Milliken , Senior Program Manager for our Freelance Writer Network, considers AI a huge part of her research procedure also. She shares exactly how it’s assisted her distill info concerning HubSpot products when creating.

“When we write about products, I’ll ask AI to clarify in even more information what makes a specific item special, and it offers me a listing of specifics that can aid educate my writing/editing.”

The outcome? Utilizing AI for material study and evaluation has aided us dig much deeper and uncover angles and understandings we might have missed out on or taken even more time to find across without it. Now comes the actual writing.

Step 3: We work together with AI on rough outlines and untidy first drafts.

Right here’s where points obtain intriguing. We don’t simply research and brainstorm with AI– we really let it assist us create. However there are parameters to our method.

The HubSpot blog site team doesn’t just copy, paste, and release AI-generated web content. Instead, we utilize AI as a jumping-off point– that untidy first draft to fuel concepts.

One of the big reasons people check out HubSpot write-ups is to learn from real-life marketing professionals, sales, and service individuals. They desire specialist, confirmed instances and accounts of what works and what does not.

That kind of human experience does not originate from AI. Human judgment and storytelling can not be reproduced. AI can’t produce lived expertise, experience, and insights, however it can rapidly collect preliminary, basic information for our authors and editors to develop right into a final piece.

Our writers use AI to conserve time, especially for more basic, academic posts. Many, including myself, make use of AI to compose the much more straightforward sections of post so they can focus on more impactful ones.

For example, I have actually often turned to AI to compose verdicts in current months. With the bulk of my short article content completed, I stand out right into ChatGPT and ask it to draft a final thought that matches the tone and ideas shared. From there, I fine-tune and modify to my liking.

HubSpot writer Tristen Taylor additionally makes use of AI for blog introductories and final thoughts. She describes:

“Prior to making use of AI, I usually located myself rewriting introductions and conclusion paragraphs numerous times. Since I have accessibility to these devices, my time for finishing blog site short articles has been cut down enormously. AI can catch the subject, intent, and targeted keywords I need through improved AI motivates.”

She adds, “It also enables me to refocus on the material or details of value that visitors are seeking, as opposed to ruminating over small details at the start or end.”

Our team has made use of AI in our innovative brief and laying out procedure for over a year, and we have actually begun experimenting with AI-generated initial drafts. So far, we’ve found AI preparing to be a useful time-saving step for some subjects, though not all.

For even more general topics, such as “what is” and “how to’s,” it maximizes more of our writers’ and editors’ time to speak with various other professionals, gather special instances and study, and “humanize” more common subjects on the whole, yet AI can’t offer the original concepts required for op-eds and believed management pieces.

Read: How to Humanize AI Web Content So It Will Ranking, Engage, and Get Shared in 2025

This is where our ideology comes into play: “AI aids, people lead.” AI supports ideation, preparing, and model– but people make the final call. AI gathers the pieces; we assemble the puzzle. We never release AI-generated material without thoughtful human content oversight.

Learn more about our AI principles right here.

Step 4: We make use of AI to evaluate data and uncover understandings.

Numbers do not exist. They include integrity to our short articles, however they do not constantly tell their story clearly either. Right here’s how AI aids us understand our data.

Numbers are not my strength. When faced with survey information or performance analytics, my head spins a bit, so when the possibility of utilizing AI for data analysis happened, I could not have been more fired up.

Earlier this year, I examined this use instance for our State of Inclusive Advertising 2025 record ChatGPT allows you to publish spreadsheets, so I connected the file and asked it to offer me one of the most significant patterns coming via the data.

At first, the representative simply returned a streamlined spreadsheet (womp), yet when I asked for that it discuss the qualitative patterns in paragraph type, here’s what I got:

Could I have distilled these trends without the assistance of AI? Yes– but not in the min or 2 it took ChatGPT.

Senior Team Writer and Website Editor Amy Rigby mirrors this, reflecting on evaluating data for our web site advertising and marketing record

“LLMs are exceptionally powerful at identifying patterns in information, especially ChatGPT’s o 3 design. I made use of ChatGPT to help me highlight fads and more segment our web site advertising and marketing study data, leading to a much deeper, richer record. I utilized to get annoyed with ChatGPT since its math was frequently incorrect, yet the o 3 version has greatly enhanced.”

While it’s tempting just to take the patterns AI locates and run, ascertain them. As we understand, AI can make blunders and make things up. This is the most significant difficulty marketing professionals report confronting with AI, so put in the time to spot-check your information to guarantee the agent really did not take any kind of freedoms.

(Note: OpenAI simply released GPT 5 , so ideally, it’s boosted in this area.)

Step 5: We experiment with AI-generated visuals to improve our material.

Wonderful words deserve wonderful visuals. Here’s just how we utilize AI to produce compelling images and interactive elements that would or else run out reach.

So, I expensive myself an eager self-taught visuals designer, yet composing remains my very first and many fine-tuned ability. While composed web content still matters, consumer content consumption behaviors and buying behavior increasingly require even more visual and interactive mediums like videos, infographics, and quizzes.

This sort of advanced web content is out of grab me and marketing experts with limited layout and advancement abilities.

Thankfully, numerous AI devices are offered now to aid us. As a matter of fact, our AI Trends for Marketing experts report found that picture and design generators are connected with general chatbots for the most prominent AI device marketing experts utilize.

Source

Senior advertising supervisor and AI blog owner Martina Bretous showcases generative AI’s expertise around in her series “Is it Real or AI?”

In it, she crafts a range of multimedia material (i.e., video clip, sound, photos) making use of AI and challenges readers to see if they can determine them. For instance, this video of a gorgeous yellow bird she included was AI-generated on PikaLabs

Impressive, appropriate? I additionally utilized ChatGPT to create this very particular featured photo of a piggy bank standing for a Facebook spending plan.

Resource

In general, AI is helping us develop visual aspects that can absolutely enhance the experience of our web content and make the principles much easier to grasp. There are tons of robust AI video and AI picture generators , consisting of HubSpot’s Wind , that you can use to do the very same.

Step 6: We utilize AI as a quality control check.

Prior to any type of piece goes online, it goes through our editing and enhancing procedure. And yes, AI plays a role right here too– however not in the way you could expect.

Whether we recognize it or otherwise, we’ve been making use of AI for checking and editing and enhancing for decades.

Think about it: spell and grammar examine Microsoft Word and Google Docs, “autocorrect” on iPhone, Grammarly– even non-writers rely on these tools to lessen misspelled words and grammar issues that can come off as negligent or less than professional.

Today, this has actually just gotten advanced.

“Individuals are truly worried about AI’s possible to hallucinate in modifying, however one thing that obtains lost in the argument is that human beings make errors, as well,” mirrors Rigby.

In current months, she has actually turned to AI agents as proofreaders and also editors for her posts.

She proceeds, “Every author knows the experience of being also close to their very own work to see it plainly or being in such a thrill to satisfy a target date that they miss something. So, along with human content oversight, I see LLMs as one more collection of eyes, an added layer of confirmation.”

“I fact-check every one of my posts, but also for added guarantee, I sometimes run them through ChatGPT or Claude and ask the AI to flag any errors, which I can then take a look at even more carefully. AI commonly does capture typos and errors that I missed.”

She doesn’t simply stop at grammar and spelling. Rigby recommends asking agents for responses on also how to improve your writing.

She claims, “I occasionally ask AI to critique my job, poke holes in my reasoning, and point out weaknesses I may not have seen.”

I like to prompt it with something like, ‘Assume like a digital marketing professional who will review this item to decide which software program to buy. What problems would certainly they have after reviewing this? What inquiries would certainly show up that were not responded to in the item?” This aids me return and re-examine and reinforce my disagreements.”

Rigby has actually additionally developed a customized GPT called StyleScout for our team’s internal use, which assists authors promptly check their drafts for design inconsistencies. This was as easy as publishing our interior style guides to the GPT and allowing AI take care of the remainder to make certain our web content is consistently on brand name

“Before I send a short article, I can run it via the GPT and obtain a line-by-line breakdown of anything that could breach our style standards. Yes, AI often returns outputs that are overly pedantic or heavy-handed. That’s why human judgment always obtains the last word. It’s my responsibility to check that what it informs me is practical and accurate. If it isn’t, I neglect it.”

Take a look at our complimentary Masterclass” Just How to Develop Custom GPTs That 10 x Your Advertising and marketing Outcomes to find out how to construct a customized GPT for your group.

Action 7: We utilize AI to work up “microcopy” (i.e., meta summaries, social posts).

The article is created, modified, and prepared to release. Yet our work isn’t done– currently we need to promote it. This is another area where AI radiates.

Somehow, author’s block strikes hardest when I compose meta descriptions or social messages for my blog site write-ups. Probably it’s subject fatigue, or I’m simply as well close to the pieces to boil down the real golden nuggets of details.

Whatever the reason, rapidly creating the appropriate messaging to promote your web content is just one of my preferred uses of AI. For example, here’s what ChatGPT gave me when I asked it for some social duplicate based on this post:

It’s not best, but it gives me something to take and make my own.

Jamie Juviler , HubSpot Manager, Personnel Creating & AEO, has likewise leveraged AI for meta summaries. He recommends feeding your introduction paragraph into an AI chatbot and after that asking it to generate a 100 – 150 -personality meta summary.

The elegance of this technique is that AI deals with the initial innovative lift, freeing us up to concentrate on refining the message and ensuring it lines up with our brand name voice.

Reward: AI assists us remain present on the industry.

It may sound saying, yet the reports hold true: Advertising and marketing alters swiftly. The good news is, AI aids our blog group stay on par with it.

Juviler explains his technique. “In this brand-new world of AEO and, a lot more extensively, AI-powered advertising and marketing, I’ve been leveraging Gen AI as a details loan consolidation agent.”

“We’re continuously flooded with AI-related information, pointers, and technologies, so whenever I stumble upon a new piece of information– whether it’s a video clip, post, podcast, e-newsletter, etc– I run it via a custom-made GPT I have actually established that helps me determine whether it is essential or brand-new. If it is, the AI changes a personal tracking record I keep for the market as needed.”

This system permits Juviler to remain on top of the stream of AI news without getting overwhelmed. This idea might also be utilized for various other trends we cover, like email marketing, designer monetization, and social platform formula changes, or any topic of rate of interest in your industry.

We’re in this with each other.

Like everyone today, our team is finding out as we go when it concerns AI. The modern technology has its benefits but additionally downsides, and with constantly progressing technology and uncertain regulations, it’s a bit of the Wild West. But we’re figuring it out.

We wish to lead with transparency with our audience, so we’re devoted to sharing just how we make use of AI in our work, as it advances, and every action of the way.

We will certainly include a disclaimer on any kind of article we create that has actually been AI-supported, allowing you understand that we used AI to complete the post. And you’re welcome to dig into the HubSpot Media AI guidelines for more information.

We do not recognize what tomorrow holds, however we know AI will certainly help us all navigate this transforming landscape. We understand AI can’t replace the mankind behind the HubSpot blog– and we will never take that human link for granted.