Let’s talk about one of those things that we all know we should do more of but often don’t know where to start: repurposing or upcycling content.
It’s an essential part of content strategy. The way people find things online has changed. Between AI search results and shifting social media habits, you have to show up where your audience actually frequents. That’s the whole idea behind our “publish everywhere” approach.
So, to be everywhere, start with one solid piece of content (we call it an anchor piece). Let’s take a blog post as our example. From there, you adapt it for different channels.
Turn that written piece into audio for commuters who’d rather listen than read. Pull out the key points for a quick infographic that people can share on social. Convert the insights into video for YouTube (the second-largest search engine out there).
Each format does something different. Some people read blogs, others watch videos, and many do both. The point is giving them options.
AI tools have made this process a lot more efficient. AI shouldn’t solely create the original piece, but it’s good at taking what already exists and reshaping it. The trick is to keep the human element intact. That unique perspective and authentic voice is what actually resonates with people.
I’ve found that starting with quality human-crafted content and using AI to handle the adaptation work lets us reach more people without compromising what makes the content good in the first place.
You could take this in a lot of directions. However, the goal isn’t just pumping out more content. It’s about meeting your audience wherever they want to engage and getting the most mileage out of every valuable piece you create.
For those with HubSpot Content Hub Pro+, try out the Content Remix tool to streamline this workflow. If you need any help getting set up or with the process overall, you know who to call!
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Zero-Click Sales Are Here: What You Should Know
By Phil Stott, Head of Client Success, Hypha HubSpot Development
With the constant stream of AI-related announcements by major tech companies, it’s easy to become numb to major developments happening right under our noses. There’s a lot of noise, but it’s important that we don’t miss the signals in the midst of it.
This week alone, I’ve seen headlines about McKinsey having 20,000 agent “employees” in a 60,000-strong workforce; Grok being selected as the LLM of choice for the Pentagon; and even OpenAI investing in its founder’s new startup—a brain computer interface.
But in the midst of it all, Google dropped an announcement that may be one of the most important developments of the year: “a new open standard for agentic commerce that works across the entire shopping journey.” Known as Universal Commerce Protocol (UCP), the standard was developed in partnership with some of the world’s biggest retailers and payment processors, including Shopify, Visa, Mastercard, Stripe and more.
Here’s why it’s a big deal:
It moves ecommerce from websites to conversations: Shoppers will start in Gemini or Search, ask for product recommendations, get comparisons with live pricing, and check out without ever leaving the chat. UCP makes this work by standardizing how AI talks to retailer systems.
It eliminates most checkout friction: Every ecommerce business loses customers to cart abandonment from page reloads or form-filling. UCP allows AI to complete purchases within the chat, passing order details into the retailer’s sales platform without ever having to interact with the site.
It rewards data quality above all: Everything from item descriptions to expiration dates to inventory data will be required to help AI recommend your site over another. Consider how many data points would be required to answer a query like “best waterproof rain jacket under $150 for Pacific Northwest winters that’s in stock locally and not made with PFAS.”
It also hits B2B sellers: Imagine a procurement lead asking “reliable distributors for [widget] with 48-hour delivery near [city]”—if your real-time inventory isn’t UCP-ready, you’re not even an option when shortlists form.
Google announced UCP at NRF 2026 last week (Jan 10–11), with core AI Mode checkout rolling out “soon” to eligible U.S. listings via Merchant Center and partners like Shopify and Walmart. The protocol itself is already open-source on GitHub, which means you’re likely to see this popping up in your Google experience in the not-too-distant future.
We’ve already seen how rapidly people have adopted AI tools in the past couple of years; it’s not much of a stretch to see their buying behaviors change at a similar rate in the next couple. If your business has any sort of ecommerce component, it’s past time to start thinking about your product data—because your product feeds are going to be critical for succeeding in this new environment.
It’s time to dust off those LinkedIn playbooks. ChatGPT has been citing LinkedIn about 4.2x more than normal, with Perplexity’s up about 5.7x. And, out of ~19k total LinkedIn citations, more than 15k are from LinkedIn Pulse.
“In other words, AI chatbots are putting more trust in LinkedIn, and in LinkedIn Pulse articles specifically, which points to this as another potential option to ensure that your brand and/or brand representatives show up in AI search responses, by posting articles direct to LinkedIn.”
Un-RIP to Digg. The platform is relaunching with a new focus on authenticity and trust. If it takes off, this could be a great way to grow your personal audience as a trusted expert. For ex: if you’re trying to become a developer thought leader, demonstrate your expertise on the specific Digg developer community.
“Instead of simply offering verification checkmarks to designate trust, Digg will try out new technologies, like using zero-knowledge proofs (cryptographic methods that verify information without revealing the underlying data) to verify the people using its platform. It could also do other things, like require that people who join a product-focused community verify they actually own or use the product being discussed there.”
Hypha Highlights
Every growing company eventually asks the same question: “Should we optimize our current CRM or migrate to something more capable?” The answer isn’t always obvious, especially when teams disagree about whether problems stem from the platform itself or how it’s being used.
The distinction matters because migration is expensive and disruptive. Organizations spend months planning data transfers, rebuilding integrations, and retraining teams—only to discover their real problem was configuration, not architectural capacity. On the other hand, companies that delay migration too long watch productivity erode as teams build elaborate workarounds for fundamental platform constraints.
We walk you through seven specific technical signals that indicate genuine architectural limitations rather than configuration issues. These patterns appear consistently across industries and company sizes when organizations have legitimately outgrown their CRM’s structural capacity.
HubSpot Academy has released an updated to its Sales Hub Software Certification:
“Featuring a new set of videos that reflects the updated UI, more practical exercises (thank you for the learner feedback!), and a brand-new Prospecting Agent video!”
Let’s dive into what happened in AI world this week:
Apple will pay Google billions of dollars over multiple years for a deal to have Gemini power the new Siri, according to the Financial Times, with speculation suggesting around $1 billion annually. The report also claims OpenAI made a conscious decision not to partner with Apple on Siri in order to focus on building its own AI hardware device, though it’s unclear whether Apple actually extended a formal offer to OpenAI.
Anthropic launched Cowork, a new tool that brings Claude Code’s capabilities to non-coding tasks, allowing users to give Claude access to folders on their computer where it can read, edit, or create files. According to Anthropic, Cowork can handle tasks like reorganizing downloads, creating spreadsheets from screenshots, or drafting reports from scattered notes, and works with existing connectors and Claude in Chrome for browser access.
OpenAI launched ChatGPT Translate, a standalone web translation tool supporting over 50 languages that directly competes with Google Translate. According to The Verge, while the interface looks similar to Google Translate, ChatGPT Translate includes style presets like “more business formal” to direct translation tone, though it currently only supports text input on desktop (with voice on mobile) and lacks the image, document, and website translation features that Google Translate offers, with no dedicated mobile app available yet.
Signal founder Moxie Marlinspike launched Confer, an open-source AI chatbot that uses end-to-end encryption to keep users’ conversations private from companies and advertisers. According to Gizmodo, Confer encrypts both prompts and responses before they leave users’ devices, then uses confidential computing in a Trusted Execution Environment to generate responses that are encrypted and sent back to users.
Google launched Personal Intelligence, an opt-in feature that lets Gemini AI access information from Gmail, Google Photos, Search, and YouTube history to provide more personalized answers powered by Gemini 3 models. According to The Verge, the feature can pull details from emails or photos without users specifically requesting it.
OpenAI signed a multibillion-dollar deal with chip startup Cerebras Systems to purchase up to 750 megawatts of computing power over three years, worth more than $10 billion according to The Wall Street Journal. Cerebras, which designs AI chips that it says can run models and generate responses faster than Nvidia, is now in talks to raise $1 billion at a $22 billion valuation—nearly tripling its previous valuation—as OpenAI races to secure more computing capacity for its 900 million weekly users while exploring cheaper alternatives to Nvidia chips.
Slack launched an all-new Slackbot rebuilt as a personal AI agent that understands users’ work context by accessing their messages, files, channels, and connected tools to deliver personalized answers and insights. According to Slack, the AI agent can instantly synthesize information across channels and tools to provide briefings, create drafts in a user’s voice, and analyze files—all while respecting existing permissions and only accessing data users are already authorized to see.
“The Deep View is your daily guide to the fast-moving world of AI. We started as a newsletter for a handful of industry insiders who wanted more than hype—real stories, real analysis, and a human voice. Today, we reach over 600,000 curious minds at Google, Meta, Microsoft, a16z, and beyond.”
How can we help you?
Case Study: ZoomInfo + HubSpot for Demand Generation
A merchant processing startup needed to build pipeline across multiple industries—fast.
Most companies design for one vertical. Expansion exposes the cracks. Every new industry usually means rebuilds, manual work, and stalled pipeline.
We built their demand engine to scale from day one.
Their HubSpot setup, ZoomInfo integration, and content system were structured so new industries required configuration, not reconstruction. Sales and content adapted without breaking the core system.
The result: in six months, they launched five industries, engaged 38,000+ prospects, and hit 39.4% company engagement—with zero rebuilds.
If your demand engine needs to scale across industries, Hypha builds the infrastructure so expansion stays simple.
