This week we attended HubSpot’s GROW event in London, where CMO Kipp Bodnar revealed something that caught the entire industry’s attention:
👉 HubSpot lost more than 140 million website visits this year… and still grew.
This isn’t a HubSpot problem — it’s a market reality. AI has fundamentally rewritten how people discover, research, and make buying decisions.
In this article, we will share his insights in this break down:
Let’s dive in.
The biggest disruption is happening at the top and middle of the funnel.
People searched on Google, read blog posts, visited websites, and moved through a predictable journey.
People ask ChatGPT, Perplexity, Claude, Gemini.
They get answers instantly — often generated from your content — without ever visiting your site.
This means:
Yet this shift comes with a surprising upside…
HubSpot's data shows:
🔥 Visitors from ChatGPT and other AI sources convert 13x better than Google Search.
Why?
Because AI-assisted buyers arrive pre-qualified.
They’ve already asked questions.
They’ve compared solutions.
They understand their problem.
And they arrive with intent.
Traffic is declining — but quality has never been higher. And as we always tell all of our customer, quality is better than quantity.
This means your website, messaging, and personalization must be ready for high-intent users.
And this is where things get really interesting…
AI tools don’t show “10 blue links.” They give one answer.
That means your brand is:
✅ Mentioned
❌ Or completely invisible
There is no second page.
Two metrics now matter more than rankings:
HubSpot adapted quickly — and their AEO traffic grew from near-zero to 10%+ of total traffic in a single year.
Businesses that ignore this shift will lose visibility faster than they think.
Backlinks and reviews still matter? Yes of course, and will help AEO find you faster.
The funnel was built for a linear path: Content → Traffic → Lead → Customer
But AI has rerouted the journey. Discovery, evaluation, comparison, and decision-making now happen before the website visit.
Inbound isn’t dead — but the old inbound playbook is.
To survive this shift, HubSpot built a new model, the Loop Marketing framework that we had already tell you about in this article.
Traditional funnels are linear, while Loop Marketing is continuous.
HubSpot’s Loop Marketing framework gives brands a way to grow in the post-AI landscape.
This is how Kipp recommends companies to prepare themselves :
Define your identity, ICP, tone, POV, and narrative.
Feed it into your AI tools to generate consistent content at scale.
Personalize messages using AI and data so every interaction feels unique.
Distribute content across the channels buyers actually use today:
Use AI’s real-time insights to adjust campaigns instantly — not months later.
This is the backbone of modern marketing.
HubSpot isn’t just describing the problem — it’s giving businesses the infrastructure to win.
Some of the most important features include:
These tools enable any business — from SMBs to global brands — to adopt Loop Marketing without reinventing their entire strategy overnight.
If your business still relies heavily on:
…you’re leaving opportunities (and revenue) on the table.
The brands that will dominate the next decade are those that:
✔ Adapt quickly
✔ Prioritize AEO
✔ Rebuild their playbook for AI
✔ Personalize deeply
✔ Move from campaigns → to experiments → to loops
HubSpot already proved what’s possible.
Your company can follow the same path.
At Andimol, we help companies adopt Loop Marketing, modernize their HubSpot setup, and build AEO-ready content strategies that match today’s customer behavior.
If you want to explore how to prepare your brand for this shift, let’s talk.