In this episode of CMOs Unscripted, host Lisa Martin sits down with Kipp Bodnar, Chief Marketing Officer of HubSpot, to unpack how AI is fundamentally reshaping modern marketing.

Kipp has helped build the modern marketing playbook—from the rise of inbound marketing to the MarTech explosion, to the emergence of RevOps, and now the AI-driven era that’s breaking long-standing KPIs and attribution models. In this candid conversation, Kipp explains why traditional top-of-funnel metrics no longer tell the full story, how conversion quality now outweighs raw traffic, and why CMOs must rethink how success is measured in an AI-first world.

Their discussion dives deep into:

• Why AI has “broken” marketing metrics that marketers relied on for years

• How personalization at scale is changing funnel shape and performance

• The growing importance of Answer Engine Optimization (AEO) across tools like ChatGPT and Claude

• Why attribution is becoming more like brand measurement than direct response

• How AI is enabling smaller, faster, agent-powered marketing teams

Kipp also introduces The LOOP Framework—his four-stage AI adoption model designed to help marketing teams adapt and thrive:

• Learn: Accelerate market and customer understanding using AI-powered research

• Operate: Build workflows that blend human insight with AI execution

• Optimize: Improve conversion rates through contextual personalization

• Progress: Scale impact with agents, assistants, and iterative learning

The episode wraps with a lightning round covering marketing myths, underrated AI use cases CMOs should prioritize now, and which MarTech tools are becoming obsolete in an AI-native stack.

If you’re a CMO or senior marketer navigating AI disruption (or aspiring), this episode offers a practical, grounded roadmap for leading through change instead of reacting to it. Watch now on YouTube and subscribe for biweekly conversations with top industry leaders.