All this and more in this week’s edition of The Hypha Wire, from Hypha HubSpot Development.
Friday again! Welcome back to The Hypha Wire.
Tomorrow, July 26 marks the 35th anniversary of the Americans with Disabilities Act (ADA). This landmark legislation has had an enormous impact on creating a more inclusive society, yet its promise remains incomplete—particularly in our digital world.
The ADA’s passage in 1990 represented the culmination of decades of grassroots activism. The disability rights movement gained momentum through powerful demonstrations like the 1977 504 Sit-Ins, where activists occupied federal buildings for weeks demanding anti-discrimination protections. Perhaps most memorably, the 1990 Capitol Crawl saw roughly 1,000 people march to the U.S. Capitol, with many abandoning their mobility aids to crawl up its steps—a visceral demonstration of the barriers faced by people with disabilities.
Today, while the ADA has transformed physical accessibility through ramps, elevators, and other accommodations, the disability employment gap persists at alarming levels. Only about 42% of people with disabilities participate in the labor force, compared to 78% of those without disabilities. This disparity isn’t just about physical barriers—it extends deeply into our digital infrastructure.
As businesses increasingly operate online, digital accessibility has become as crucial as physical accessibility. Websites, applications, and digital tools that exclude users with disabilities don’t just violate the spirit of the ADA—they miss out on engaging with a community representing over 25% of the U.S. population.
At Hypha, we believe accessible design isn’t just about compliance—it’s about creating digital experiences that work for everyone. When we build websites and configure systems with accessibility at the forefront, we’re not just checking boxes. We’re honoring the legacy of those activists who fought for inclusion and helping create a digital world where everyone can participate fully.
As we commemorate this anniversary, let’s commit to making our digital spaces as welcoming as the physical ones the ADA helped transform.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
A Wake-Up Call for SEO
By Jed Morey, CEO, Hypha HubSpot Development
We’ve written a great deal about this topic but I had an “IRL” experience that resonated with me recently. AI and SEO. Ask a pro in our industry to share their thoughts on how AI chatbots and tools are changing the search landscape and you might as well dig up a fire ant hill. The responses range from “nothing changes” to “everything has changed already” and everything in between. The bottom line is that no one really knows the extent to which AI is impacting search when it comes to delivering prospects into a funnel. And THAT is the most important thing.
What I can tell you for certain is that search “habits” have fundamentally changed faster and more significantly than most thought possible. So here’s the real-life scenario that I mentioned above…
I had the opportunity to address around 15 college students interning for one of my favorite clients. It’s an annual occurrence, so I have a pretty good baseline feel for the room. Or so I thought.
At one point in the conversation, I tried to get a sense of their preferred platforms. Chat GPT? Perplexity? Google? Claude? I wanted to understand where they lived online and how they approached research and discovery. I asked them how many people start a query by using the aforementioned tools. Not one responded by saying they initiated a search by using Google. This was new. So I pressed further.
“Okay, how many of you will rely on Google at some point to look something up?” Again, not a single hand. This was beyond new. This was uncharted territory. So I pressed even further.
“Wait, how many of you even use Google?”
They legitimately appeared confused by the question. After looking around at one another, one intrepid intern raised a hand to say, “yeah, that’s not really a thing. We all use ChatGPT.”
Dorothy, I’m not even sure we’re in Oz anymore.
Google is still the dominant player in search. It will remain this way for years to come. But it’s imperative that SEOs (at the company level or in agencies) understand how habits will now shape the funnel going forward, not the other way around. For now, the fundamentals remain solid. Provide great content. Be transparent. Source heavily. Write often. Publish everywhere. Just don’t ask your kids to Google something and expect a response.
An interesting piece on the viral “Jet 2 Holiday” sound you may have heard on TikTok and Instagram Reels. Sometimes it’s not all about video; audio can be just as impactful.
“System1’s research with Effie Worldwide analyzed thousands of case studies across four continents. We linked creative choices to in-market outcomes and found that emotion, fluency, and time are the three biggest weapons in the effectiveness arsenal. Combine them right, and you’re 21 times more likely to generate incremental profit growth.
“And guess what stood out? Audio assets, specifically jingles and sonic devices, outperformed most other brand assets in driving high brand recognition.”
Cool announcement from Google; Trends data accessed through the API will provide, “consistently scaled search interest data, going back 1800 days (5 years), including daily, weekly, monthly, and yearly aggregations,” which will allow you to get much more granular with research.
“While Trends data is available through the Trends website, the API provides new ways to use the data inside your organization in a scalable way. Based on early UX research, here are some use cases we’ve heard:
Research: Developers can influence public resources allocation and scientific research priorities.
Publishers: Use data to track topics and spot emerging trends, and use that data to tell compelling stories about the issues that matter.
Business: Marketers and SEOs can prioritize resource investment and better develop their business’ content strategy”
Hypha Highlights
When your business has outgrown generic HubSpot templates and standard configurations, you need more than the basics—you need a partner who can deliver custom HubSpot configuration built precisely around your operations.
At Hypha, we transform HubSpot from a one-size-fits-all platform into a tailored growth engine aligned with your unique processes and goals. Unlike agencies that force your workflows into rigid defaults, we engineer strategic solutions that make HubSpot adapt to you.
From complex manufacturing workflows to advanced relationship management, our custom approach helps organizations across industries unlock better efficiency, smarter automation, and sustainable growth.
I’ve shared before but thought it was good to remind—if you want the latest updates on HubSpot features, make sure to follow HubSpot Tips and Tricks on LinkedIn!
AI in Action
News, updates and tools from the AI industry.
Checking in with the AI giants:
Google is reporting strong growth in its AI tools, with AI Overviews in Search reaching 2 billion monthly users and the Gemini app hitting 450 million users. CEO Sundar Pichai highlighted strong adoption across consumer and enterprise products, though questions remain about whether users are actively choosing these AI features or having them forced upon them.
OpenAI is reportedly preparing to launch GPT-5 in early August, featuring enhanced reasoning capabilities and multiple versions available through its API. CEO Sam Altman recently demonstrated GPT-5’s abilities on a podcast, describing a moment where the AI instantly answered a complex question he couldn’t, though he previously stated the model won’t reach “gold level capability” for months after launch.
YouTube is rolling out new AI-powered features for Shorts creators, including an image-to-video tool that transforms static photos into six-second animated videos and new AI effects for artistic transformations. The features, powered by Google’s Veo 2 AI model, are initially launching in the U.S., Canada, Australia, and New Zealand, with YouTube also introducing AI Playground as a central hub for generative AI creation tools. All AI-generated content will include watermarks and labels to indicate their artificial origin.
Trump signed executive orders outlining an “AI Action Plan” aimed at positioning the U.S. as the global leader in artificial intelligence through deregulation, streamlined permitting for AI infrastructure, and expanded energy supplies for data centers. The plan reverses Biden-era safety testing requirements, calls for a single federal AI standard to override state regulations, and includes measures to counter Chinese AI development through export controls while promoting American AI technology worldwide. Key provisions include mandating that government-procured AI models be “free from ideological bias” and suggesting that AI models should be able to ingest copyrighted content without restrictions, comparing it to how humans gain knowledge from reading.
“Is Google Search evolving or dying? In this episode of the Superhuman AI Podcast, we sit down with Rob Stein, who leads Google’s AI Search team, to explore how AI is fundamentally transforming search—and what billions of users can expect next...From Instagram to Google’s most critical product, Rob shares the inside story of rebuilding search for the AI era. This isn’t just about search—it’s about how AI is reshaping how billions of people access information every day. From asking complex multi-sentence questions to having live conversations with Google, the future of search is already here.”
How can we help you?
Case Study: Salesforce to HubSpot Migration
Edtech company DigitalEd faced a critical challenge: their customer data was scattered across Salesforce, Jira, QuickBooks, and various disconnected tools, creating operational blind spots and limiting their growth potential. With a cutover deadline looming, they needed to migrate 33,000+ contacts while preserving the complex institutional relationships that make educational sales unique—without disrupting ongoing business operations.
Through meticulous planning and custom API development, Hypha successfully unified DigitalEd’s fragmented tech stack onto the HubSpot platform. The four-month migration delivered on schedule with zero data loss, transforming their manual processes into systematic workflows that scale with their business.
Is your tech stack holding your team back? Contact Hypha to discover how we can unify your systems and unlock operational efficiency through strategic HubSpot implementation.
