Marketing Against The Grain This is How the Top 1% Marketers are Using AI
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Sep 11, 2025 
Nicholas Holland, Head of AI and SVP Product at HubSpot, shares his expertise on harnessing AI for marketing success. He emphasizes the importance of context in using AI tools effectively, revealing how the top 1% of marketers leverage AI for growth. Discover the potential of AI agents to streamline tasks like competitive analysis and lead qualification. Holland also highlights the shift towards engaging, personal marketing strategies and the need for creativity in adapting to these innovations. Get ready to push beyond traditional limits!
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AI Outpaced Common Marketing Skillsets
- AI capability now exceeds what most marketers know how to use in practice.
- Creativity and integration into workflows are the new limiting factors for marketing success.
Context Is The Next AI Currency
- Contextual knowledge of a company is becoming essential for useful AI assistants.
- Connecting assistants to brand guides, CRM data, and docs will be the next step in usefulness.
13-Second Billboard Edit Turned Into Video
- Nicholas used Nano Banana to edit a movie billboard and then VO3 to animate the scene in 13 seconds.
- The experiment showed image and video models can create production-quality marketing assets fast.