Most people throw a two-sentence prompt at ChatGPT and expect magic. That’s not how you create viral content. You need to build actual systems for AI to replicate great content.

Take Kieran’s approach: he developed an AI agent that transforms YouTube content into engaging LinkedIn posts by breaking down content structure with surgical precision. He trains Claude like a new team member, mapping out every element — here’s the opening scene, here’s where we add internal monologue, here’s the turning point…

Then he gets Claude to analyze specific writing styles from top creators, turning their unique voices into detailed guidelines.

AI suggests, human refines. The AI-generated first draft helps you save time (and avoid the horror of an empty page), but the real magic happens in the editing — that’s when you bring your personality, nuance, and expertise to make it truly shine.

If you take the first output AI gives you and run with it, that’s like hiring an eager intern and accepting their first draft without any feedback. Instead, follow Kieran’s “Rule of Five” — you’ve got to push the AI at least five times before you get to something really good.

When Kieran was working on LinkedIn posts with ChatGPT, the first outputs were always generic, best-practice garbage. So he pushed back, asked for more specifics, demanded punchier lines, and treated it like a creative partner who needed guidance.

The end product is the result of 5+ iterations, highly specific instructions, and praising the good stuff (aka being a good manager to your AI).

Remember, AI isn’t meant to give you one perfect answer. It’s designed to give you different options that you can refine. Your job is to guide it toward excellence through iteration.

✔ Attract

AI is revolutionizing paid advertising, letting you go from A/B testing to A-Z testing with tools that can generate and test dozens of creative variations.

✔ Convert

We’re seeing game-changing results with AI-powered chat and personalized email – we’re talking 80% increases in conversion rates with hyper-personalized content.

✔ Close

AI is transforming how we handle sales development. Imagine having virtual BDRs that can research companies, craft personalized outreach, and even handle initial conversations.

✔ Delight

We’re seeing incredible results in customer support – at HubSpot, over 25% of our support is now managed by AI, equivalent to more than 100 heads.

Just a couple years ago, these things were impossible. Now they’re giving companies real competitive advantages. If you’re not thinking about how to implement AI across your entire customer journey, you’re falling behind.

AI is absolutely game-changing for sales prospecting. It’s doing things humans literally can’t do at scale. We’re seeing three distinct buckets where AI fits:

• Tasks where it’s worse than humans but worth doing for scale

• Tasks where it matches or beats human performance

• Tasks that were previously impossible

AI actually outperforms humans in cold prospecting scenarios. Why? Because when you have limited information about a prospect, AI is better at profiling and matching solutions to potential problems. We saw this in our tests — AI-driven emails achieved a 94% higher conversion rate than human-written ones. 

AI processes vast datasets to make intelligent predictions about prospect needs, particularly around key triggers like funding rounds, job changes, and usage milestones.

AI handles the heavy lifting of personalization and matching at scale, while humans focus on high-value interactions and strategy. Imagine the heights you’ll reach when you combine them.

Google Search isn’t going anywhere. It’s still growing alongside new search platforms like TikTok and Instagram. While AI chat tools may reshape some search behaviors, they won’t fundamentally disrupt Google’s dominance because most users aren’t just looking for answers — they’re trying to accomplish tasks like finding restaurants or making purchases.

Our data reveals that only about 10% of ranking content contains significant AI-generated text, and Google already penalizes it. You gotta have humans in the loop. 

"I think the future of content is AI-assisted, where the AI is your copilot. It makes suggestions, it could even write initial versions of some text, but then the humans editing it, adding their own personal experience and their own wisdom, is the future of content."

- Ethan Smith

AI excels at technical SEO tasks like keyword clustering and content scoring. By analyzing billions of keywords and URLs, AI algorithms can identify topic clusters and predict content performance. This automation lets SEO professionals prioritize high-impact tasks like understanding audience needs, and developing content strategies.

Looking ahead, search optimization will expand into chat environments through strategic content placement and co-citations, much like how link-building shaped traditional SEO.

After discovering GPT-4 could match or exceed human performance in sales outreach (or take his job at Asana), Ethan DeWaal didn’t fight it. Instead, he built simple AI-powered tools to handle repetitive tasks like call preparation, product documentation searches, and personalized outreach.

AI is accelerating the saturation of basic marketing tactics. When everyone can produce quality content at scale, differentiation becomes harder. The winners aren’t those who resist automation or blindly embrace it, but those who strategically use AI to amplify their unique strengths.

The formula is clear: Direct AI toward high-volume, repetitive work while preserving human
bandwidth for strategy and creativity.

Begin with targeted AI solutions for specific pain points, validate their impact, then expand thoughtfully. This approach doesn’t replace marketers, but elevates them to focus on genuine business growth drivers.

The democratization of app development represents a fundamental shift in how software gets created. Using tools like GPT Engineer, people with zero coding skills can now transform ideas into working web applications in minutes rather than months - complete with API integrations, data processing, and core features.

This evolution enables what Kieran and Kipp call “one-to-one software” — highly personalized applications built for individual needs rather than mass markets.

Whether it’s Alex Lieberman creating a custom workout generator during lunch or Kipp building a marketing intelligence dashboard, these tools make it possible to quickly prototype and iterate on ideas that previously would have been too niche or expensive to pursue.