For many businesses their website is a vital shopfront, so losing 140 million visits in a single year would be a big problem.
That’s what happened to HubSpot, and the cause was AI.
The company provides sales, marketing and customer service tools for business-to-business companies.
Like many firms, HubSpot, has been hit by a crucial change in the way we search the internet.
“I remember the days when I would search [the web] and there was no good information,” says Kipp Bodnar, chief marketing officer at HubSpot.
“Sometimes there was some stuff, but I had to scroll through 10, 20, 30 links.
“What you have now is access to all the world’s intelligence in an instantaneous way. How people find information and subsequently take action is very, very different.”
