This is the second installment in a three-part series on HubSpot’s AI transformation. Part one explains how we build with AI, and part three explores how we operate as an AI-first organization. Over the last three years, we’ve methodically reinvented how we attract, engage, and delight customers by designing a new go-to-market model. With AI, we’ve expanded our total addressable market by hundreds of thousands of companies, increased qualified leads from answer engines by 1,850%, and now schedule more than 10,000 meetings per quarter through personalized outreach, while deals that use guided selling see a 13% lift in win rate. Today, we run an Agent-first GTM: a flywheel where agents contribute meaningful work at every stage and people focus on higher-impact activities, building deeper connections with customers. Attract: Reaching the right customers, faster The top of our funnel is completely different from what it was three years ago. Instead of depending on form fills, content leads, and inbound chat reps, we now operate a demand engine fueled by AI. Reimagining this required three core bets: identifying the right companies, converting those that signal interest, and showing up in the channels where buyers have shifted. The first bet began with the Demand Agent. It pinpoints our Ideal Customer Profile (ICP) and uncovers new companies that fit it. The agent enriches these contacts with signals from multiple data sources and assigns a prospect value score to every account—a prediction of both the likelihood to close and the expected ARR.…