We touched on it briefly last edition, but HubSpot officially launched Revenue Hub, fka Commerce Hub. Let’s dive into what it changes for sales teams using HubSpot.
When implementing quoting in HubSpot in the past, the most common headache was the fact that revenue data often lived somewhere else. A rep closed a deal in HubSpot, and then the invoice went out through a billing platform, the contract lived in a shared drive, and finance reconciled from a spreadsheet that nobody completely trusted. Everyone was technically informed, yet nobody had the full picture.
Revenue Hub is built around closing that gap. Quoting, contracts, billing, and payments all connected inside HubSpot, with the customer context in the same place. Duncan Lennox, HubSpot’s Chief Product and Technology Officer, put it simply in this month’s announcement:
“Revenue data completes Growth Context...What customers are paying, what they’ve bought, what’s coming up for renewal, all of that context lives somewhere else. Revenue Hub brings it together, so every agent and every rep can finally work from the same foundation.”
Plus, the AI layer (Breeze building quotes from plain-language prompts, a Revenue Agent handling overdue invoice follow-up, etc.) is the cherry on top.
From the announcement and product demos, we’ve come to believe that this update will mean less friction and more closes. Everything living in the same place means you can manage your processes seamlessly.
I’m only scratching the surface here—there’s much more that can be done (like building custom modules to live on your quotes, for starters). If any of the above sounds like friction you’re currently experiencing in your motion, please reach out! We’re passionate about HubSpot and its ability to unify your business on one platform.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
AI Hasn’t Taken My Job. It’s Taken My First Draft.
By Rebecca Albright, Senior Inbound Content Developer
When AI first arrived, a lot of people assumed it would replace writers.
Instead, it has highlighted what good writers have been doing all along.
Don’t get me wrong, I still spend my days creating blogs, emails, landing pages, and all the other content marketers know and love. But the balance of the job has shifted.
AI is incredibly good at producing a solid first draft. Give it a prompt and, before I’ve finished my coffee, it can deliver 1,000 perfectly serviceable words.
The problem? They’re often...perfectly serviceable.
They read like they’ve been distilled from every marketing blog ever written. Grammatically flawless. Logically organized. Entirely forgettable.
Which means the real work starts after the first draft.
More and more of my day is spent editing, not fixing grammar, but making content worth reading. Cutting the clichés—and em dashes—finding the stronger angle. Asking the question AI didn’t think to ask. Replacing “leveraging innovative solutions” with something a human being might actually say.
That’s also why brand voice has become more valuable than ever. Every company now has access to the same AI tools. The brands that stand out are the ones that don’t sound like everyone else. Capturing that voice has always mattered, but now it’s one of the few things technology can’t manufacture particularly well.
The same goes for subject matter expertise.
Some of the best content I create starts with a conversation, not a prompt. Spend 30 minutes talking with an engineer, physician, CFO or operations leader and you’ll uncover insights that no AI model can invent, because they come from lived experience. Those conversations produce content that’s more credible, more useful and, frankly, more interesting.
That’s been the biggest surprise over the last two years. AI hasn’t changed what makes great content great. It has simply raised the value of the human parts of the process: editorial judgment, curiosity, original thinking and genuine expertise.
“Top marketing executives argue that ditching the traditional ‘brand safety’ approach in favor of authenticity, moving fast, and taking creative risks are the only ways to survive in a fragmented digital world.
“‘If you use the terminology on brand safety, you just may close yourself to opportunities,’ she said. ‘This is the era where Gen Z is asking you for more. Millennials are asking you for something new and different, and Gen X are saying: “Take me back to the things that I love.” So it’s important to really make sure that you don’t get distracted by brand safety versus following your DNA.’”
Can Instagram vertical videos compete with the likes of YouTube Shorts?
“This week, Instagram launched a series of new features for its smart TV app that are all designed to get people to spend more time on the platform through the biggest screens in their homes. In addition to vertical Reels, Instagram for TV...users can now watch disappearing Stories and horizontal videos with aspect ratios similar to what you typically see on YouTube. And soon, Instagram will make a big push for longform, episodic content and TV-focused ‘live creator experiences.’
“There’s a level of commitment that comes with watching something on TV that Instagram content has never really had to worry about before. You don’t exactly have to lock all the way in to appreciate a short clip on your phone. But a video on the TV should be something that can sustain your attention for more than a few minutes.
“This TV pivot might work if Instagram can actually get creators to start churning out polished series instead of flooding the space with more phone-native content. But without a sharp influx of compelling projects that are crafted specifically for TV viewing, this could end up being another instance of Instagram losing the plot while chasing its competitors.”
Hypha Highlights
Custom objects in HubSpot are user-defined record types. Any data entity your business needs to store, associate, or act on that doesn’t belong on a Contact, Company, Deal, or Ticket gets its own object type, with its own properties, associations, workflows, and reporting. The architecture is identical to standard objects. The difference is that you define what the record represents.
This piece covers what custom objects are, when the architecture calls for them, and four implementations where the standard schema wasn’t sufficient.
“The bigger story is what happens when AI works across the full funnel. AEO drives more qualified traffic. Breeze Assistant converts it into 4x more leads. Prospecting Agent books 80% more meetings. AI Deal Intelligence wins 62% more deals. One AI tool is a feature, but AI across the funnel compounds into a greater advantage.”
AI in Action
News, updates and tools from the AI industry.
Older workers are navigating a difficult choice as AI reshapes white-collar work: adapt to the technology or accelerate retirement plans. While many are adopting AI out of necessity, experts note that their deep domain expertise and soft skills like critical thinking actually position them well in an AI-augmented workplace, even as ageism and layoffs remain real risks. Meanwhile, younger workers are struggling more to land entry-level jobs, as AI eliminates the bottom rungs of career ladders that previous generations used to build experience.
The Five Eyes cybersecurity agencies issued a joint call to action warning that AI is rapidly accelerating the speed, scale, and sophistication of cyber threats, and that leaders should expect the timeline for impact to be months, not years. The statement urges organizations to treat cyber resilience as a core business priority, not just a technical concern, and to take immediate action on fundamentals. The agencies also noted that AI offers powerful defensive capabilities and called on organizations to deploy it proactively on their own security operations.
Anthropic launched Claude Tag, an AI teammate that lives inside Slack and builds ongoing context about a team’s work by following channel conversations and gathering information across an organization. Claude Tag can be assigned tasks, break them into stages, and proactively surface updates or flag forgotten threads, all within a shared identity that any channel member can interact with and pick up where others left off. Admins control which channels and tools each Claude identity can access, keeping information scoped appropriately across teams.
Chinese cybersecurity firm 360 Security Technology unveiled two AI tools it claims match the capabilities of Anthropic’s Mythos, framing vulnerability-finding AI as a national strategic asset China cannot afford to cede to the U.S. The company’s founder argued that rather than waiting for Chinese models to close the chip-driven capability gap, 360 is taking an agent-based approach it claims delivers Mythos-equivalent results.
The Trump administration has asked OpenAI to limit the release of its next model, GPT-5.6, to a small set of government-approved partners before any wider rollout, citing security concerns over the model’s “Mythos-like” capabilities. It marks the first time the U.S. government has preemptively asked an American AI company to restrict a model launch before release.
A new nonprofit called Raise Us, led by former Commerce Secretary Gina Raimondo and backed by $500 million from OpenAI, Anthropic, Amazon, Microsoft, and others, launched to help American workers navigate AI-driven job disruption. The organization will work with governors in Utah, Arkansas, Maryland, and Connecticut to fund pilot programs through community colleges, including wage insurance for displaced workers and retraining initiatives.
Anthropic accused Alibaba of orchestrating the largest known attempt to clone Claude, alleging that operators affiliated with Alibaba and its AI lab Qwen used nearly 25,000 fraudulent accounts to generate over 28.8 million exchanges with Claude between April and June, targeting capabilities like agentic reasoning and software engineering. Alibaba has not responded to the accusations and is separately suing the Trump administration over its military blacklisting designation.
“Anthropic’s Claude Tag puts a full Claude Code teammate inside Slack — and the way the people building it are talking suggests it’s less a feature than a third major redesign of how we interact with LLMs. Plus a customer sues the US over the Fable ban, and Washington’s friskiness moves from models to robots.”
How can we help you?
Case Study: AEO with HubSpot
A vendor compliance software platform needed visibility for a small group of searches that shaped most of its inbound demand. Then search behavior changed—AI tools began synthesizing answers directly, and ranking for a term and being cited in an AI-generated answer became two different things to earn.
We built the SEO foundation first: content organized around vendor compliance, insurance tracking, and buyer questions at every research stage. Each piece owned a specific question with defined relationships to the rest of the cluster. That consistency produced 82 top-three organic positions, including positions one through three for core product-intent searches.
The AEO layer built on top. A prompt map captured what buyers were asking AI platforms, organized by intent—workflow, comparison, risk, definitional. Each format matched the answer structure: sequential steps for process questions, decision frameworks for comparisons, scenario traces for risk content. Industry-specific landing pages addressed vertical search intent directly.
The result: first-ranked domain among direct competitors in AI-generated answer citations—2,233 over four weeks against the nearest competitor’s 1,459. 82 keywords in top-three positions, 129 AI Overview appearances, 30,079 sessions over 180 days.
Content program building organic authority but not yet mapped to what buyers are asking AI platforms? Contact Hypha to extend the strategy rather than rebuild it.
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