Design of AI | Build Products that Customers & Businesses Value

• 42. HubSpot’s Head of AI on How AI Rewrites Customer Acquisition & Marketing

  Product and growth teams are under pressure: reps spend most of their time not selling, marketers juggle every stage of the funnel at once, and new products struggle to even be seen as LLMs start deciding who shows up.Nicholas Holland, SVP of Product & Head of AI at HubSpot, explains how AI-assisted teams are already changing that—and what happens to teams that don’t adapt.In this episode you’ll learn:➤ How AI is cutting wasted sales time and turning calls into structured insights.➤ Why “AI Engine Optimization” (AEO) matters more than SEO for visibility in an LLM-driven world.➤ How “vibe marketing” moves from messy brainstorm to campaign, asset, and one-to-one personalization.➤ Why every individual needs an AI assistant, and every team needs its first agent, within 12–18 months.➤ The risks of treating AI as optional instead of rethinking how your team works.If you’ve wondered how marketing, sales, and product roles will actually change in the next two years, this conversation makes it concrete.—-------This is episode 42 of the Design of AI Podcast. Follow us on Substack and LinkedIn to get even more AI product strategy content.And please make sure to rate this podcast if you find it valuable. Your podcast ratings and comments are the best way to influence which topics we cover in future episodes. —----------Remember that on September 18 we’re hosting an AI Product Strategy Workshop online.MIT recently published a study showing that 95% of AI projects are failing.They’re spending without a strategy and building before they know what customers actually want.Join this workshop on September 18th to build out a vision, strategy and plan that will succeed for your business.Register at https://designof.ai/workshop & https://www.eventbrite.ca/e/ai-product-strategy-workshop-tickets-1560702245429 —-----This episode was hosted by:Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠ And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠ This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in mapping the future of your business & product. Get more info at ⁠PH1.ca⁠ Follow us here:⁠⁠Spotify⁠⁠⁠⁠⁠Apple Podcasts⁠⁠ ⁠YouTube⁠⁠About our guest:Nicholas Holland is Head of AI at HubSpot where he oversees product strategy, development, and adoption of Breeze, HubSpot's AI that powers the entire customer platform. Breeze combines a unified data foundation, AI-powered tools, digital workers (agents), and embedded workflows to help businesses become AI-first. Previously, Nicholas led HubSpot’s marketing products, growing them from ~$400M to $1.4B.HubSpot recently Launched ⁠Breeze⁠, their new AI Assistant

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• 41. Vibe Coding Will Disrupt Product — Base44’s Path to $80M Within 6 Months

  It took 30 years to build and design an easy-to-use internet. But it took Vibe Coding one year to challenge the foundations of the internet. We’re entering an era where you can build websites and apps by talking to an AI agent and they take care of the front end and back end. Today we’re speaking with Maor Shlomo, the Founder of Base44 – we’re discussing the disruptive potential and gaps of vibe coding.In this episode you’ll learn:➤ How Maor built Base44 by himself and why Wix acquired it for $80M within 6 months➤ Disruptions that will transform how we build and use software➤ Software teams will get much smaller and what this means for specialist rolesOur take on this conversation is that Vibe Coding is still in an early phase, offering very inconsistent results. But as Base44, Lovable, V0, Replit and others are proving, this category is innovating at an insanely fast pace and results are improving constantly. We need to take it seriously and believe that small teams will be able to deliver much more. This is bad news for head count and will mean many roles —like product managers and researchers— will merge. This is episode 41 of the Design of AI Podcast. We provide strategies to ensure your AI product succeeds.Follow us on Substack and LinkedIn to get even more AI product strategy content.And another important update.We’ve been getting a lot of messages from product teams. They’re getting pushed to build AI products without a clear strategy. They’re being asked to use AI as a secret weapon to gain a competitive advantage. Join us on Thursday September 18 for an online AI product strategy workshop led by my co-host,  Arpy Dragffy and Brittany Hobbs. You’ll learn the best steps to identify, ideate, and test AI products. This workshop will be small and extremely hands-on. We’ll focus on how to leverage AI to enhance an existing app or website, as well as how to pinpoint an industry-defining net-new product. This workshop will happen on September 18Register at https://designof.ai/workshop & https://www.eventbrite.ca/e/ai-product-strategy-workshop-tickets-1560702245429 And please make sure to rate this podcast if you find it valuable. Your podcast ratings and comments are the best way to influence which topics we cover in future episodes. This episode was hosted by:Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠ And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠ Join the conversation on LinkedIn in our group.This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in mapping the future of your business & product. Get more info at ⁠PH1.ca⁠ Follow us here:⁠⁠Spotify⁠ https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf⁠Apple Podcasts⁠⁠ ⁠https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859⁠  ⁠YouTube⁠⁠ ⁠https://www.youtube.com/@DesignofAI⁠

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• 40. Secrets to Successful Agents: Atlassian’s Strategy for Success

  There’s no denying that AI agents will transform work, but there’s no roadmap for how to design successful agents. Jamil Valliani, Atlassian’s VP & Head of Product AI, joins us to share his secrets for building AI products in one of the most respected ecosystems in tech —Jira, Confluence, Bitbucket, Trello, and more. He also spent 15 years leading products a Microsoft. In this episode you’ll learn:➤ Which types of problems to focus on➤ Measuring the effectiveness of your AI product➤ AI capabilities features that will define the future of work➤ How to compete as a founder and small startupThis episode offers strategic and practical advice for product managers, designers, researchers, and founders who are embarking on creating successful AI products.Jamil Valliani is a 20-year Search and AI industry veteran based in Seattle. As Head of Product for AI, he is focused on delivering transformative ways for teams to work using the power of Search and AI. Before Atlassian, Jamil built his career at Microsoft. He spent over 15 years leading product teams such as Bing Image Search and Video Search, among the first to use computer vision and other deep learning techniques to deliver industry-leading multimedia search experiences. He also led a three-year effort that landed many new AI features across Microsoft products, including Outlook, Teams, Windows, and Surface. He also founded Microsoft's Services Marketplace business.Follow him on LinkedIn https://www.linkedin.com/in/jamil-valliani-b131881/ And make sure to check out Atlassian’s new AI-powered teamwork agent, Rovo https://www.atlassian.com/software/rovo This is episode 40 of the Design of AI Podcast. We provide practical strategies to ensure your AI product succeeds.Follow us on Substack and LinkedIn to get even more AI product strategy content.And another important update.We’ve been getting a lot of messages from product teams. They’re getting pushed to build AI products without a clear strategy. They’re being asked to use AI as a secret weapon to gain a competitive advantage. Join us on Thursday September 18 for an online AI product strategy workshop led by my co-host,  Arpy Dragffy and myself. You’ll learn the best steps to identify, ideate, and test AI products. This workshop will be small and extremely hands-on. We’ll focus on how to leverage AI to enhance an existing app or website, as well as how to define an industry-defining net-new product. This workshop will happen on September 18Register at https://designof.ai/workshopThis episode was brought to you by PH1 Research, specialized in rapid research to improve product decisions about your next AI release. Validate use cases, test concepts, prove monetization opportunities.This episode was hosted by Brittany Hobbs https://www.linkedin.com/in/brittanyhobbs/ Arpy Dragffy Guerrero https://www.linkedin.com/in/adragffy/ 

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• 39. The Intelligence Layer That Unlocks Your Business' Biggest Problems [Jochem van der Veer, TheyDo]

  Your biggest business problems are hiding in plain sight—scattered across customer service calls, survey responses, app store reviews, and sales conversations. Our guest is Jochem van der Veer, CEO of TheyDo, reveals how organizations can unlock their biggest problems by using AI to connect data sources that were previously unimaginable. In this episode you’ll learn how to:➤ Unlock the power of your customer data and insights➤ Use journey maps in innovative ways➤ Create an intelligence layer to make product decisionsTimestamps:01:20 Guest Introduction02:04 The Journey Mapping Evolution02:47 Building the CX Tool03:37 Challenges in Journey Mapping05:04 AI-Powered Journey Management07:08 Real-World Applications and Insights08:46 The Future of Journey Management13:23 Data Quality and AI Decision Making20:06 Practical Examples and Use Cases21:58 Identifying Customer Pain Points22:28 Evaluating Data Sources and Relevance24:51 Addressing Silos in Organizations27:23 Future of User Research and Insights32:15 Dynamic Personas and Adaptive Campaigns36:39 Quantifying Qualitative Insights40:01 Exciting AI Platforms and ToolsJochem van der Veer is the Co-Founder and CEO of TheyDo, a leading platform for journey management that helps organisations build seamless customer experiences by aligning teams around the customer journey. With a background in design thinking and innovation, Jochem has dedicated his career to helping businesses scale customer-centric strategies. Under his leadership, TheyDo has empowered global brands to move from siloed operations to collaborative, journey-driven workflows that drive better decision-making and growth. Passionate about design, systems thinking, and the future of work, Jochem is a frequent speaker on the intersection of customer experience and business strategy.He’s also the host of the Experience Edge Podcast, a great resource to learn about how to improve product & customer experience.This episode was hosted by:Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠ Brittany Hobbs (VP Insights, Huge)  ⁠https://www.linkedin.com/in/brittanyhobbs/⁠And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠ This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in AI product strategy & concept testing. Get more info at ⁠PH1.ca⁠ Follow us here:⁠⁠Spotify⁠ https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf⁠⁠⁠⁠Apple Podcasts⁠⁠ ⁠https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859⁠  ⁠YouTube⁠⁠ ⁠https://www.youtube.com/@DesignofAI⁠

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• 38. Co-Designing the Future of AI Products [Savannah Kunovsky, IDEO]

  Product teams are under pressure to deliver value from AI immediately and most are failing to achieve monetization. But when large enterprises want to deliver industry-changing products, they go to IDEO, the most prestigious design consultancy in the world.  Our guest is Savannah Kunovsky, Managing Director of IDEO’s Emerging Technology Lab. Savannah brings businesses from today’s realities to the worlds we’ll live in next.In this episode you’ll learn:➤ IDEO’s approach to leading the most challenging innovation projects➤ How to increase the likelihood of your AI product’s success➤ The power of identifying audiences for your product➤ Importance of unlocking AI’s intelligence AND human potential➤ How artists are leading our envisioning about the future of AIThis episode is the perfect inspiration for designers, product managers, researchers, and founders who want to deliver transformative experiences. -------Thank you for listening to the Design of AI podcast.We provide secrets for building AI products that customers value.If you have guests you want to recommend or need help with your product, contact us ⁠[email protected]⁠ Remember to follow us on your fave podcasting app. It also really helps us if you leave reviews.—----------If you value his type of product & career advice follow our Substack newsletterThis episode was brought to you by PH1 Research specialized in rapid research to improve product decisions about your next AI release. Validate use cases, test concepts, prove monetization opportunities.Email [email protected] and mention the Design of AI podcast to get a 15% discount.-------This episode was hosted by:Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠ And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠ Follow us here:⁠⁠Spotify⁠ https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf⁠⁠⁠⁠Apple Podcasts⁠⁠ ⁠https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859⁠  ⁠YouTube⁠⁠ ⁠https://www.youtube.com/@DesignofAI⁠

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