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On-Demand Masterclass

From Tools to Teammates: What's Next in AI for Marketers in 2027

Previously recorded November 4, 2026

AI didn't fail marketers, the operating model did. Join Kipp Bodnar, HubSpot's CMO, and an enterprise marketing leader for a practical look at how to move from quarterly campaigns to a continuous cycle where every campaign makes the next one sharper.

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According to HubSpot 2026 "From Output to Outcomes" survey of 2,800+ marketing leaders, 90% of companies now use AI, yet only 6% report real transformation. The tools aren't the issue.

Quarterly campaigns and static workflows simply can't keep pace with what AI makes possible.

This masterclass goes beyond the "why" and gets to the "what to change," just in time for your 2027 planning.

What you'll learn

In 45 minutes, learn how to turn AI from a tool into a teammate, and what to change in your 2027 plan to make it happen. 
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AI adoption is up. Workload isn't down.

A clear diagnosis of why AI adoption hasn't translated into less work, and where the context, quality and trust gaps are holding teams back
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A new operating model

Loop, a four-stage framework (Express, Tailor, Amplify, Evolve) built for the AI era
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A real-world blueprint

From an enterprise team that moved from quarterly campaigns to a sprint model, including what they automated and what stayed human
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A view of how AI teammates fit in

How Marketing Studio, Breeze Assistant and Agents map to each stage of Loop

Your Starting Lineup:

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Your team is using AI. So why isn't the workload shrinking?

According to our Fall 2026 "From Output to Outcomes" survey of 2,800+ marketing leaders, 90% of companies now use AI, yet only 6% report real transformation. The tools aren't the issue. Quarterly campaigns and static workflows simply can't keep pace with what AI makes possible.This masterclass goes beyond the "why" and gets to the "what to change," just in time for your 2027 planning.

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Frequently Asked Questions

First on the Field. Not Last in Line.

This masterclass is one match in a larger game plan. Explore our full webinar lineup for more actionable strategies on AI, GTM alignment, and executive leadership. Each one is designed to put frameworks in your hands that you can run with right away.

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