HubSpot (HUBS) investor relations material

AI transformation and product strategy

• Shift from feature delivery to outcome delivery, leveraging AI to automate work such as support ticket resolution and pipeline qualification.

• Built an intelligence layer called "context" to process both structured and unstructured business data, enabling domain-specific agents for marketing, sales, and service.

• Introduced an action layer with HubSpot and custom agents, and an interaction layer (Breeze Assistant) for conversational software use.

• Emphasized omni-channel marketing as the new playbook, replacing traditional SEO with a mix of social, AEO, and personalized outreach.

• Launched AEO product in April, providing share of voice analytics, recommendations, and content actions, with 32% adoption among Marketing Hub Professional plus customers.

Market shifts and customer adoption

• Top-of-funnel lead generation has shifted from content-driven SEO to a multi-channel approach, including podcasts, YouTube, TikTok, and other social platforms.

• Personalized email and omnichannel visibility are key to driving higher conversion rates and customer engagement.

• Longer trial periods (14–30 days) for agentic use cases were introduced in April to build customer confidence and facilitate adoption.

• Reach of agentic use cases grew from 37% to over 55% of the customer base, with agentic actions increasing 300% in six to seven months.

• Early adopters are scaling AI use, while the majority are still experimenting, with data consolidation and cost predictability as main adoption barriers.

Monetization and platform approach

• Credit monetization is tied to outcomes, such as ticket resolution, with a hybrid model combining seats and usage-based credits.

• Platform-centric approach enables optimization across LLMs, switching between models for best cost and outcome, supporting gross margin improvements.

• Adoption of open-weight models has reduced inference costs by up to 80% in some cases, helping manage AI-related margin pressures.

• SMBs value simplicity and speed, with the company focusing on democratizing complex technology for this segment.

• Connectors with OpenAI, Anthropic, and Gemini have driven higher engagement and retention, with over 350,000 weekly users and 12-point higher retention among connector users.