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Story summary
- HubSpot faced a 140 million drop in visits in one year as AI tools change how users search.
- HubSpot is implementing answer engine optimisation (AEO) to boost visibility in AI responses.
- Andy Pickup, Digital Director at MKM Building Supplies, notes AI provides direct answers, reducing visits.
- Companies restructure content to be concise and easily extractable by AI.
- HubSpot now derives 7% to 12% of its traffic from AI.
