[{"data":1,"prerenderedAt":89},["ShallowReactive",2],{"6kOalDf6C-3iKYIhiftQmJxv4D3648TBgwEd3mziamo":3,"_apollo:default":58},{"post":4},{"__typename":5,"id":6,"title":7,"date":8,"categories":9,"articlefields":17},"Post","cG9zdDo0NDE=","The future of marketing isn’t humans vs. AI — it’s humans with AI","2026-02-24T11:11:18",{"__typename":10,"edges":11},"PostToCategoryConnection",[12],{"__typename":13,"node":14},"PostToCategoryConnectionEdge",{"__typename":15,"name":16},"Category","SEO/GEO",{"__typename":18,"dateDeMiseAJour":19,"imagePrincipale":20,"auteur":25,"resume":27,"contenu":28,"faq":29,"articles":30,"casClients":19},"Articlefields",null,{"__typename":21,"node":22},"AcfMediaItemConnectionEdge",{"__typename":23,"mediaItemUrl":24},"MediaItem","https://brightwalldev.wpenginepowered.com/wp-content/uploads/2025/09/greenzy-00082.png",[26],"Benjamin","\u003Cp>So use an AI tool — whether that’s Claude, ChatGPT, \u003Ca href=\"http://breeze.ai/?hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">Breeze\u003C/a> or something else that works for you — to help you create a brand style guide and to give you a simulation of customer feedback. This amounts to businesses being able to do their own market research with agency-quality personas — this would have been totally out of reach for many businesses until very recently. One way to simulate customer feedback is with a Claude project that has all the information about your target customer. You can ask it questions about marketing campaigns you’re doing and get real-time feedback on how to make them better. This is called the Express stage in our new Loop Marketing playbook. Basically: Only you can define your brand story, but AI can take that story and give you the kind of customer feedback that used to require expensive focus groups.\u003C/p>\n","\u003Ch2>Introduction\u003C/h2>\n\u003Cp>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. Nearly \u003Ca href=\"https://searchengineland.com/google-search-zero-click-study-2024-443869?hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">60% of searches \u003C/a>\u003Ca href=\"https://searchengineland.com/google-search-zero-click-study-2024-443869?hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">\u003Cem>don’t \u003C/em>\u003C/a>\u003Ca href=\"https://searchengineland.com/google-search-zero-click-study-2024-443869?hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">end in a click\u003C/a> — people are getting answers from AI and never visiting your site.\u003C/p>\n\u003Cp>But here‘s what’s crazy: The same AI that‘s killing your traffic? It’s also your best opportunity to leapfrog the competition.\u003C/p>\n\u003Cp>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, and they feel the same way. Customers are wondering, “How do we do marketing when AI is consuming our traffic?”\u003C/p>\n\u003Cp>So you’re a business owner, your traffic’s down the drain, and you’re wondering, “What the heck do I do?” If you’re curious and willing to take action, this is the best time ever to be a small business. You have tools at your fingertips that used to require expensive agency contracts. You just need a blueprint on how to use them.\u003C/p>\n\u003Cp>HubSpot is calling this new growth playbook \u003Ca href=\"https://www.hubspot.com/loop-marketing?hubs_post=blog.hubspot.com/marketing/loop-marketing&hubs_post-cta=loop-marketing&hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">Loop Marketing\u003C/a>, and anyone can use it. At the center of this guide is a new kind of partnership that combines AI efficiency with human authenticity to drive growth to your business.\u003C/p>\n\u003Cp>HubSpot has given the Loop an extensive test drive. It works. Let’s dive into the four steps of implementing this playbook in your business. They are: Express, Tailor, Amplify, and Evolve.\u003C/p>\n\u003Ch2>Express: Tell Your Story Like a Human, Scale It Like a Machine\u003C/h2>\n\u003Cp>The first thing you want to do is \u003Cstrong>express who you are \u003C/strong>— define your taste, tone, and point of view before you bring in AI.\u003C/p>\n\u003Cp>A lot of businesses are missing this crucial step. HubSpot research shows that nearly 6 in 10 don’t actually have their unique value proposition documented.\u003C/p>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=650&height=365&name=loop-marketing-2-20250902-7656738.webp\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" srcset=\"https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=325&height=183&name=loop-marketing-2-20250902-7656738.webp 325w, https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=650&height=365&name=loop-marketing-2-20250902-7656738.webp 650w, https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=975&height=548&name=loop-marketing-2-20250902-7656738.webp 975w, https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=1300&height=730&name=loop-marketing-2-20250902-7656738.webp 1300w, https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=1625&height=913&name=loop-marketing-2-20250902-7656738.webp 1625w, https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/loop-marketing-2-20250902-7656738.webp?width=1950&height=1095&name=loop-marketing-2-20250902-7656738.webp 1950w\" alt=\"loop marketing, majority of marketing leaders don't have their unique value proposition documented\" width=\"650\" height=\"365\" />\u003C/p>\n\u003Cp>Look at these numbers — that’s a lot of people who don’t have a clear idea on their company’s brand story. Worse, an overwhelming majority of the respondents in this survey, just over three-quarters, said that teams without a clear value prop “moderately to highly” miss their goals. That’s tough for morale and for your bottom line.\u003C/p>\n\u003Cp>What a lot of those teams may not realize is how a relatively inexpensive AI tool and a few good prompts can help address these snags — in minutes, not months. Everyone has access to the same AI tools, but what’s different about the Loop playbook is \u003Cem>you\u003C/em>. AI needs the context and perspectives about your business that only you can give it.\u003C/p>\n\u003Cp>So use an AI tool — whether that’s Claude, ChatGPT, \u003Ca href=\"http://breeze.ai/?hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\">Breeze\u003C/a> or something else that works for you — to help you create a brand style guide and to give you a simulation of customer feedback. This amounts to businesses being able to do their own market research with agency-quality personas — this would have been totally out of reach for many businesses until very recently.\u003C/p>\n\u003Cp>One way to simulate customer feedback is with a Claude project that has all the information about your target customer. You can ask it questions about marketing campaigns you’re doing and get real-time feedback on how to make them better.\u003C/p>\n\u003Cp>This is called the Express stage in our new Loop Marketing playbook. Basically: Only you can define your brand story, but AI can take that story and give you the kind of customer feedback that used to require expensive focus groups.\u003C/p>\n\u003Cdiv id=\"hs_cos_wrapper_widget_4a72faf2-ee50-4e0f-9dfa-8fb4c90c2744\" class=\"hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module\" data-hs-cos-general-type=\"widget\" data-hs-cos-type=\"module\">\n\u003Csection class=\"blog-cta-with-form \" data-state=\"offer\" data-module-id=\"fwcta\">\n\u003Cdiv class=\"blog-cta-with-form-offer\">\n\u003Cdiv class=\"blog-cta-with-form-offer-content \">\n\u003Cdiv class=\"blog-cta-with-form-offer-img\">\u003Cimg decoding=\"async\" src=\"https://53.fs1.hubspotusercontent-na1.net/hub/53/hubfs/HubSpots%20Loop%20Marketing%20Prompt%20Library%20-%20Landing%20Page%20image%20-%201.png?\" alt=\"\" />\u003C/div>\n\u003Cdiv class=\"blog-cta-with-form-offer-text\">\n\u003Ch3 class=\"blog-cta-with-form-offer-title\">HubSpot’s Loop Marketing Prompt Library\u003C/h3>\n\u003Cp class=\"blog-cta-with-form-offer-subtitle\">Loop Marketing is a new way to grow — powered by humans and AI, working together to express your message, tailor it to your audience, amplify it across channels, and evolve it in real time.\u003C/p>\n\u003Cul class=\"blog-cta-with-form-offer-value-prop-list\">\n\u003Cli class=\"blog-cta-with-form-offer-value-prop\">Express\u003C/li>\n\u003Cli class=\"blog-cta-with-form-offer-value-prop\">Tailor\u003C/li>\n\u003Cli class=\"blog-cta-with-form-offer-value-prop\">Amplify\u003C/li>\n\u003Cli class=\"blog-cta-with-form-offer-value-prop\">Evolve\u003C/li>\n\u003C/ul>\n\u003Cdiv class=\"blog-cta-with-form-offer-cta-container\">\u003Cbutton class=\"blog-cta-with-form-initiation-button blog-cta-with-form-offer-cta\">Download Now\u003C/button>\u003Ca class=\"blog-cta-with-form-offer-cta -learn-more-text\" href=\"https://offers.hubspot.com/loop-marketing-prompts?hubs_signup-url=blog.hubspot.com/marketing/loop-marketing&hubs_signup-cta=-learn-more-text&hubs_post=blog.hubspot.com/marketing/loop-marketing&hubs_post-cta=&hubs_content=blog.hubspot.com/&hubs_content-cta=the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\" target=\"_blank\" rel=\"noopener\" data-blog-cta-tracking=\"\">Learn more\u003C/a>\u003C/div>\n\u003C/div>\n\u003C/div>\n\u003C/div>\n\u003C/section>\n\u003C/div>\n\u003Ch2>Tailor: Make Every Customer Feel Like Your Only Customer\u003C/h2>\n\u003Cp>The next step is using AI to \u003Cstrong>tailor the story\u003C/strong> to your target audience.\u003C/p>\n\u003Cp>You might be thinking, “I can already send emails to \u003Cem>Dear {First Name}\u003C/em>” — but you can do a whole lot better now. The history of marketing has largely been about who can make the best educated guesses possible — you find some commonality among people, guess what they want, and try to give them what you think they want.\u003C/p>\n\u003Cp>The remarkable thing about AI is that instead of making guesses about a group of tens of thousands of people, you can instead guess what‘s most relevant to this one person. And with an AI engine that knows your business, where you’re located, who your customers are, what they’re looking for, and which ones are showing intent to buy — well, you’re going to get some pretty good guesses.\u003C/p>\n\u003Cp>It’s not just \u003Cem>Dear {First Name}\u003C/em> anymore. Imagine you run a local coffee shop and your emails have coffee puns that are specific to your individual customers. You can’t create personalization tokens for puns, right? But AI can do that.\u003C/p>\n\u003Cp>There’s a common misconception out there that using AI will make your business sound generic. But it’s really about the data you give it. For example, the HubSpot marketing team has seen conversion rates improve 82% using AI-driven personalization.\u003C/p>\n\u003Cp>This is called the Tailor stage of Loop Marketing — think of it like getting a custom suit instead of buying one off the rack. Custom tailoring used to be a luxury, but now AI has gotten to the point where it’s within reach of even small budgets.\u003C/p>\n\u003Ch2>Amplify: Find Customers Where They Actually Are\u003C/h2>\n\u003Cp>Next, you need to \u003Cstrong>amplify to meet customers\u003C/strong> where they are. This means caring how your business shows up in AI engines like ChatGPT or Perplexity — your customers aren’t clicking through from Google searches anymore. So you’re seeing a lot of traffic diminishing all over the internet.\u003C/p>\n\u003Cp>This is where it gets interesting, because the people who \u003Cem>do\u003C/em> find their way to your website are higher-quality leads than ever before. Think about it like a consumer: Everyone has the same amount of research at their fingertips. It’s pure information symmetry. So if someone is looking to buy a new sofa, they can do a ton of research before landing on the website of the furniture company they’ll actually buy from.\u003C/p>\n\u003Cp>This is called the Amplify stage of Loop Marketing, getting your message out into this new AI-driven world and getting high-quality prospects in return. Start with AEO, or Answer Engine Optimization. It’s the next evolution of Search Engine Optimization (SEO) and it’s going to transform the way your company’s message is distributed.\u003C/p>\n\u003Cp>SEO is about ranking in the top five links; AEO is about being part of the answer. There are lots of great options out there to help you get cited and recommended by those AI engines; pick one and start building on whatever visibility you already have.\u003C/p>\n\u003Cp>And look, it’s not just about search traffic. Most marketers are spending more on events in 2025 than they did in 2024 — people are craving human interaction again. And it’s the best time yet to work with influencers, who can be that trusted person to give real-life recommendations about your business. The ROI is just tremendous: Companies like HubSpot are seeing far lower cost per lead with influencers compared to the big programmatic channels like Google and Facebook.\u003C/p>\n\u003Cp>When AI is doing all this customization and amplification for you, you’ve got more money and energy to invest into other channels that are really, really working for you.\u003C/p>\n\u003Ch2>Evolve: Every Campaign Makes Your Next One Even Better\u003C/h2>\n\u003Cp>Here‘s what’s really cool about the Loop Marketing playbook: Every time you run through this loop, you get better. Your marketing compounds. You’re constantly improving, constantly learning, and your results just keep getting better and better. That’s why this is called the Evolve stage of Loop Marketing.\u003C/p>\n\u003Cp>The old way, in comparison, was brutal. You’d run a campaign for weeks or even longer, and then do a big post-mortem analysis. It probably involved a lot of meetings that should have been emails.\u003C/p>\n\u003Cp>But now you can ask AI in natural language and get immediate insights: “How should I adjust my targeting? What message resonated the most?” Making adjustments in real time means more successful and more cost-effective campaigns.\u003C/p>\n\u003Ch2>AI is ready. Are you?\u003C/h2>\n\u003Cp>The most common resistance to AI is fear — fear that AI will replace you or devalue your skills. But the future of marketing isn’t humans versus AI — it’s humans \u003Cem>with\u003C/em> AI. Businesses just need a guide to help them figure out how to make this human-AI collaboration work. That’s where the Loop can help.\u003C/p>\n\u003Cp>When a big shift in technology happens, it creates massive opportunities for marketers. This was evident with early Facebook and early Google — so much money was made during those times. People aren’t seeing that same opportunity today because this shift represents a loss of control. Nobody is used to that.\u003C/p>\n\u003Cp>But this shift is even bigger now than it was then, and marketers who are using tools like the Loop Marketing playbook and taking advantage of this moment in AI are going to see their growth compound, and fast.\u003C/p>\n\u003Cp>If you’re willing to take action in the next 18 months, it’s going to be impossible not to succeed — the opportunities are just that big.\u003C/p>\n","\u003Ch3>Par quoi commencer quand on a un budget marketing limité ?\u003C/h3>\n\u003Cp>Commencez par ce qui \u003Cstrong>réduit l’incertitude\u003C/strong> : clarifier l’offre et le message, vérifier que la conversion est possible (site, formulaire, prise de contact), et mettre une mesure minimale en place. Tant que ces bases ne sont pas solides, augmenter la visibilité revient souvent à augmenter la dépense, pas les résultats.\u003C/p>\n\u003Ch3>Est-ce que le SEO est une bonne priorité avec un petit budget ?\u003C/h3>\n\u003Cp>Pas toujours. Le SEO est pertinent si vous pouvez investir de manière \u003Cstrong>cohérente et durable\u003C/strong> et si la demande existe. Sinon, le risque est de produire “un peu de SEO” sans masse critique, donc sans apprentissage ni impact. Dans un contexte d’urgence court terme, il faut souvent sécuriser d’abord conversion et mesure avant d’investir dans un actif long terme.\u003C/p>\n\u003Ch3>Ads ou SEO quand on a peu de budget ?\u003C/h3>\n\u003Cp>La vraie question n’est pas “SEO ou Ads”, mais \u003Cstrong>à quel moment\u003C/strong>. Les Ads peuvent aider à obtenir un signal rapide (test d’offre, message, audience), mais deviennent coûteuses si l’offre est floue ou si la mesure est fragile. Le SEO peut construire un actif, mais exige du temps et de la constance. Dans tous les cas, évitez de lancer les deux en même temps “un peu”, sinon les signaux deviennent illisibles.\u003C/p>\n\u003Ch3>Comment mesurer efficacement sans gros budget (et éviter les métriques décoratives) ?\u003C/h3>\n\u003Cp>Mettez en place un socle simple : une conversion principale claire (ex. demande de contact, appel, rendez-vous), des événements basiques (soumission, clic CTA), et une logique de traçabilité pour vos actions offline (QR code, code promo, source d’appel). L’objectif est d’obtenir des signaux \u003Cstrong>utilisables pour décider\u003C/strong>, pas un reporting “beau”.\u003C/p>\n\u003Ch3>C’est quoi le “coût d’opportunité” en marketing, concrètement ?\u003C/h3>\n\u003Cp>C’est la valeur de la meilleure option à laquelle vous renoncez quand vous choisissez une action plutôt qu’une autre. Exemple : si vous investissez dans du contenu alors que votre site ne convertit pas, vous renoncez peut-être à l’action qui aurait transformé l’intérêt existant en demandes réelles.\u003C/p>\n\u003Ch3>Quand faut-il arrêter une action marketing qui “ne marche pas” ?\u003C/h3>\n\u003Cp>Quand elle ne produit \u003Cstrong>ni résultat\u003C/strong>, ni apprentissage exploitable. Si vous ne pouvez pas expliquer pourquoi ça ne marche pas (offre, cible, message, friction, mesure), continuer revient à “payer pour ne pas comprendre”. Arrêtez, clarifiez l’hypothèse testée, corrigez la mesure, puis relancez un test plus lisible.\u003C/p>\n\u003Ch3>Un audit marketing (ou diagnostic) sert à quoi quand le budget est limité ?\u003C/h3>\n\u003Cp>À éviter de dépenser au mauvais endroit. Un audit sérieux vise à analyser votre situation (positionnement, canaux, ressources, performance), identifier les blocages, puis proposer un plan d’actions priorisé. C’est souvent le moyen le plus rapide de réduire l’incertitude et d’éviter l’empilement d’actions.\u003C/p>\n\u003Ch3>Est-ce que la priorisation est différente en B2B et en B2C ?\u003C/h3>\n\u003Cp>Oui, parce que le cycle de décision, la preuve attendue et le rôle du contenu ne sont pas les mêmes. En B2B, la crédibilité, la clarté de l’offre et la qualité de la conversion (prise de contact qualifiée) pèsent plus lourd, et les tests doivent être lisibles. En B2C, le volume et la rapidité de feedback peuvent permettre des itérations plus fréquentes, mais la mesure et la conversion restent non négociables.\u003C/p>\n",{"__typename":31,"nodes":32},"AcfContentNodeConnection",[33,43,52],{"__typename":5,"title":34,"slug":35,"date":36,"articlefields":37},"Comment prioriser ses actions marketing quand on a un budget limité","comment-prioriser-ses-actions-marketing-quand-on-a-un-budget-limite","2026-02-23T15:46:25",{"__typename":18,"imagePrincipale":38,"auteur":41},{"__typename":21,"node":39},{"__typename":23,"mediaItemUrl":40},"https://brightwalldev.wpenginepowered.com/wp-content/uploads/2025/09/1-scaled.png",[42],"François",{"__typename":5,"title":44,"slug":45,"date":46,"articlefields":47},"Stratégie digitale en Belgique : comment structurer un plan réellement efficace","strategie-digitale-en-belgique-comment-structurer-un-plan-reellement-efficace","2026-02-18T10:45:56",{"__typename":18,"imagePrincipale":48,"auteur":51},{"__typename":21,"node":49},{"__typename":23,"mediaItemUrl":50},"https://brightwalldev.wpenginepowered.com/wp-content/uploads/2025/09/axis-752.webp",[26],{"__typename":5,"title":7,"slug":53,"date":8,"articlefields":54},"the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai",{"__typename":18,"imagePrincipale":55,"auteur":57},{"__typename":21,"node":56},{"__typename":23,"mediaItemUrl":24},[26],{"Post:cG9zdDo0NDE=":59,"ROOT_QUERY":85},["null","__typename",5,"id",6,"title",7,"date",8,"categories",60,"articlefields",64],["null","__typename",10,"edges",61],[62],["null","__typename",13,"node",63],["null","__typename",15,"name",16],["null","__typename",18,"dateDeMiseAJour",19,"imagePrincipale",65,"auteur",67,"resume",27,"contenu",28,"faq",29,"articles",68,"casClients",19],["null","__typename",21,"node",66],["null","__typename",23,"mediaItemUrl",24],[26],["null","__typename",31,"nodes",69],[70,75,80],["null","__typename",5,"title",34,"slug",35,"date",36,"articlefields",71],["null","__typename",18,"imagePrincipale",72,"auteur",74],["null","__typename",21,"node",73],["null","__typename",23,"mediaItemUrl",40],[42],["null","__typename",5,"title",44,"slug",45,"date",46,"articlefields",76],["null","__typename",18,"imagePrincipale",77,"auteur",79],["null","__typename",21,"node",78],["null","__typename",23,"mediaItemUrl",50],[26],["null","__typename",5,"title",7,"slug",53,"date",8,"articlefields",81],["null","__typename",18,"imagePrincipale",82,"auteur",84],["null","__typename",21,"node",83],["null","__typename",23,"mediaItemUrl",24],[26],["null","__typename",86,"post({\"id\":\"the-future-of-marketing-isnt-humans-vs-ai-its-humans-with-ai\",\"idType\":\"SLUG\"})",87],"Query",{"__ref":88},"Post:cG9zdDo0NDE=",1787132865709]