Kipp Bodnar for HubSpot

The future of marketing isn’t humans vs. AI — it’s humans with AI

Small business owners are all saying the same thing: “My website traffic is tanking, and the stuff that used to work just doesn't anymore.” And they're right. A 2024 study by SparkToro CEO Rand Fishkin found that nearly 60% of searches in the U.S. don’t end in a click — people are getting answers from AI and never visiting your site.

But here's what's crazy: The same AI that's killing your traffic? It's also your best opportunity to leapfrog the competition.

If you’re like most marketers, you’ve read the subreddits and you know it's been pretty bleak. Traffic's going down, and the same amount of work is getting worse results. HubSpot surveyed more than 500 marketers in August 2025 and foun

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