Marketing Trends That Are Reshaping 2024: The Ultimate AI-Driven Playbook

TL;DR: HubSpot’s 2025 AI Trends Report reveals that AI has become a mainstream, daily tool for marketers—with 66% globally and 74% in the U.

• 📹 Watch the Complete Video Tutorial
• 1. AI Has Gone Mainstream—And It’s Now Part of Daily Workflow
• How to Audit and Optimize Your AI Workflow
• 2. AI Writing Is the #1 Use Case—And It’s Evolving Fast
• Best Practices for AI-Powered Writing
• 3. Marketers Are Self-Taught—And Learning Is Non-Negotiable
• How to Stay Continuously Updated
• 4. Multimodal AI Is the Next Frontier—Beyond Text
• How to Leverage Multimodal AI Today
• 5. Hyper-Personalization Is Driving Massive Conversion Lifts
• Why Personalization Matters Now More Than Ever
• How to Implement AI-Powered Personalization
• 6. Tool Overload Is Real—But Integration Is the Answer
• ChatGPT Dominates—And Integration Is Key
• How to Choose the Right AI Tools
• 7. Measuring AI Impact Is Critical—Yet Often Overlooked
• How to Track AI Effectiveness
• 8. AI Is Rewriting the Rules of Search—and SEO Must Adapt
• How to Win in the Age of AI Search
• 9. The Seven-Step Action Plan to Implement AI in Your Marketing
• 10. Real Tools Mentioned—and How to Use Them
• Writing & Content Generation
• Design & Visuals
• Video & Audio Editing
• 11. The HubSpot AI Trends Report: Your Free Resource
• 12. Final Takeaways: AI Is Worth It—If You Use It Right
• 13. What’s Next? Stay Ahead of the Curve

Artificial intelligence has officially moved from a “cool experiment” to a core business strategy in marketing. According to HubSpot’s latest AI Trends Report—based on a global survey of over 1,500 marketers—two-thirds (66%) of marketers worldwide now use AI daily. In the U.S., that number jumps to 74%. This isn’t just early adoption anymore—it’s mainstream transformation.

AI is no longer about testing isolated tools. It’s about rebuilding your entire marketing workflow around intelligent automation, personalization, and multimodal content creation. And the results speak for themselves: teams fluent in AI are working faster, publishing more, and converting better.

In this comprehensive guide, we break down the seven game-changing AI marketing trends revealed in HubSpot’s report—what’s happening, why it matters, and exactly how to stay ahead. Plus, we’ll wrap it all up with a seven-step action plan to implement AI effectively in your business—starting today.

1. AI Has Gone Mainstream—And It’s Now Part of Daily Workflow

Marketers aren’t just dabbling in AI—they’re doing with it. With 66% of global marketers and 74% of U.S. marketers using AI every single day, the technology has become as essential as email or your CRM.

This shift matters because AI-fluent teams consistently outperform their peers. They produce more content, respond faster to market changes, and achieve higher conversion rates—all without burning out.

How to Audit and Optimize Your AI Workflow

To stay ahead, start by conducting a thorough workflow audit:

• Identify repetitive, time-consuming tasks (e.g., data entry, content summarization, email drafting).
• Look beyond blog posts—AI can summarize research, repurpose content, and even create operational systems.
• Take HubSpot’s AI Maturity Assessment (found on page 25 of the AI Trends Report) to benchmark your organization’s current AI readiness.

This isn’t about replacing humans—it’s about augmenting human creativity and strategy with machine efficiency.

2. AI Writing Is the #1 Use Case—And It’s Evolving Fast

More than half of all marketers use AI for writing, making it the top AI application in marketing today. But it’s not just about blog posts. Marketers are using AI to generate:

• Email copy
• Social media scripts
• Ad headlines and descriptions
• Product descriptions
• Landing page content

Why? Because AI writing is flexible, fast, and fits seamlessly into any marketing workflow.

Best Practices for AI-Powered Writing

To maximize impact:

• Use AI for first drafts, then refine with your brand voice, personal stories, and strategic nuance.
• Test different formats using tools like ChatGPT or HubSpot Breeze to generate social captions, blog intros, or email subject lines.
• A/B test AI-generated variants to see what your audience actually clicks on.
• Repurpose everything: Turn one blog post into multiple social posts, email sequences, and even a YouTube script.

Remember: AI stretches your effort further. You’ve already done the hard work—AI just multiplies its reach.

3. Marketers Are Self-Taught—And Learning Is Non-Negotiable

According to HubSpot, 56% of marketers learn AI through free videos (like the one this transcript is based on). Most are self-taught, relying on:

• YouTube tutorials
• Company-provided trainings
• Online courses

Only 7% of marketers aren’t learning at all—a dangerous position in today’s fast-moving landscape.

How to Stay Continuously Updated

• Subscribe to trusted channels like HubSpot Marketing for real-time breakdowns of emerging shifts.
• Ask AI to keep you informed: Type into ChatGPT, “Summarize the latest AI marketing trends for me weekly.” (Yes, this actually works.)
• Join peer communities to share tool recommendations and workflow hacks.

4. Multimodal AI Is the Next Frontier—Beyond Text

AI no longer just writes. It watches, listens, designs, and edits—all in one integrated system. This is multimodal AI: tools that process and generate content across text, video, audio, and images simultaneously.

Examples include:

• ChatGPT generating visuals from a blog description
• Gemini watching a YouTube video and suggesting a follow-up script
• Descript letting you edit video by simply deleting words from a transcript

These tools aren’t just assistants—they’re becoming creative partners in the full content lifecycle.

How to Leverage Multimodal AI Today

• Use Canva Magic or DALL·E to create thumbnails, product mockups, and social graphics—even with zero design skills.
• Try Descript (note: transcript says “Dscript,” likely a typo) to edit video by editing text.
• Repurpose content across formats: Turn a blog post into a narrated video using Synthesia or HubSpot’s Clip Creator.

One idea can now become a full campaign—without handoffs or delays.

5. Hyper-Personalization Is Driving Massive Conversion Lifts

AI is moving beyond basic segmentation to deliver true one-to-one personalization. HubSpot’s demand generation team used AI to:

1. Collect business URLs
2. Identify company size
3. Map content interests
4. Generate custom content for each user

The result? 82% higher conversion rates, 30% higher open rates, and 50% higher click-through rates.

Why Personalization Matters Now More Than Ever

• Audiences expect relevance—generic content no longer converts.
• Small teams can now deliver enterprise-level personalization thanks to AI.

How to Implement AI-Powered Personalization

• Use AI to analyze behavioral data (e.g., past clicks, content engagement), not just demographics.
• Personalize follow-ups: A user who downloaded a beginner guide needs a different next step than someone who booked a demo.
• Build smart email workflows with tools like HubSpot’s AI-powered Breeze to auto-tailor messaging.

6. Tool Overload Is Real—But Integration Is the Answer

Marketers use an average of five or more AI tools—but more tools don’t guarantee better results. So how do they choose?

• 48% rely on peer reviews
• 47% test tools via free trials

This shows marketers prioritize real-world performance and trusted feedback over flashy features.

ChatGPT Dominates—And Integration Is Key

ChatGPT is the most widely used AI tool by a long shot—thanks to its speed, flexibility, and ease of integration.

HubSpot’s research reveals a critical insight: the more seamlessly AI integrates into your existing tools, the more likely your team is to actually use it.

For example, HubSpot recently launched an OpenAI integration that lets you:

• Connect your HubSpot CRM directly to ChatGPT
• Research your audience
• Generate personalized outreach
• Build campaigns—all without leaving your workflow

How to Choose the Right AI Tools

1. Try before you buy: Use free trials to validate real value.
2. Ask your network what tools they use and how they’re working.
3. Prioritize integration: Choose tools that connect with your current stack (CRM, email, project management, etc.).

7. Measuring AI Impact Is Critical—Yet Often Overlooked

Many marketers say they use AI—but fail to track its actual business impact. This is a major missed opportunity.

Teams that measure AI performance move faster, optimize smarter, and build stronger cases for budget increases. Clear ROI isn’t optional—it’s your green light to scale.

How to Track AI Effectiveness

• Benchmark before and after: Pick a task (e.g., blog writing) and compare time spent, open rates, or lead quality.
• Quantify time saved: Don’t just say “AI saves time”—measure it in hours per week. This data becomes budget leverage.
• Tag AI-assisted content in your CRM (e.g., HubSpot) to compare performance over time and identify what’s truly moving the needle.

8. AI Is Rewriting the Rules of Search—and SEO Must Adapt

If your SEO strategy still revolves around keywords and Google rankings, it’s time for a reality check. People aren’t just Googling anymore—they’re chatting with AI.

Tools like ChatGPT, Gemini, and Google’s Search Generative Experience (SGE) are changing how users find information. Instead of clicking through 10 blue links, they get instant, summarized answers.

Example: When the speaker needed to know which plants are toxic to cats, they asked ChatGPT—and got a clear answer without visiting a single website.

Google’s SGE is now replacing traditional search snippets with AI-generated summaries. If your content isn’t featured in those summaries, it may be invisible.

How to Win in the Age of AI Search

• Test like your customers: Type real audience questions (e.g., “best email platform for small businesses”) into ChatGPT or Gemini. See which content gets surfaced—that’s your roadmap.
• Format for answers, not just clicks: Use clear headings, bullet points, and expert-backed responses. AI tools prioritize scannable, quotable content.
• Build deep topical authority: Skip 10 shallow blog posts. Instead, create structured, clustered content that establishes you as a true expert in your niche. AI favors authoritative sources.

AI isn’t just changing how we create content—it’s changing how people discover it.

9. The Seven-Step Action Plan to Implement AI in Your Marketing

Based on HubSpot’s data and real-world success stories, here’s a simple, actionable plan to get started—or level up—your AI strategy:

10. Real Tools Mentioned—and How to Use Them

The transcript references several specific AI tools. Here’s how to leverage each:

Writing & Content Generation

• ChatGPT: Generate first drafts, social captions, email subject lines, and weekly trend summaries.
• HubSpot Breeze: AI-powered assistant inside HubSpot for personalized email and campaign creation.

Design & Visuals

• Canva Magic: Create social graphics, thumbnails, and mockups in seconds.
• DALL·E: Generate custom images from text prompts.

Video & Audio Editing

• Descript: Edit video by editing a text transcript—no video editing skills needed.
• Synthesia: Turn text into AI-narrated videos with virtual avatars.
• HubSpot Clip Creator: Repurpose blog content into short video clips.

11. The HubSpot AI Trends Report: Your Free Resource

All insights in this guide come from HubSpot’s AI Trends Report, based on data from 1,500+ global marketers. The full report is free to download and includes:

• AI Maturity Assessment (page 25)
• Detailed breakdown of AI search changes (page 34)
• Full AI search strategy guide (linked in the report)

This isn’t speculation—it’s data-backed strategy you can implement immediately.

12. Final Takeaways: AI Is Worth It—If You Use It Right

AI in marketing is no longer about hype. It’s about measurable results:

• Faster workflows
• Higher-quality content at scale
• Deeper personalization
• Better search visibility
• Stronger conversion rates

But success requires intentionality: audit your workflow, choose integrated tools, personalize intelligently, track results, and never stop learning.

13. What’s Next? Stay Ahead of the Curve

The AI revolution in marketing is accelerating. Upcoming focus areas include:

• AI-powered video and podcast workflows
• Advanced predictive analytics for campaign planning
• Real-time personalization engines

To stay updated, subscribe to trusted sources, engage with your peer network, and experiment constantly. As the speaker Bridget Oor says: “These trends aren’t just hype. They are backed by data.”

Now it’s your turn: Which trend excites—or overwhelms—you the most? Share your thoughts, try one tactic this week, and watch your marketing evolve.

Special thanks to Bridget Oor and HubSpot Marketing for the original insights. Full report available for free download via HubSpot.

Marketing Trends That Are Reshaping 2024: The Ultimate AI-Driven Playbook

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