Introducing HubSpot AEO: The answer to showing up in AI sear...

Published: 2026-04-14 09:19:11 ET HUBS

Published on 04/14/2026 at 09:19 am EDT

HubSpot invented inbound marketing and guided marketers through the SEO revolution. Now, in the new world of AI discovery, we're giving marketers the tools to track, understand, and improve how their business appears in LLMs, powered by their customer data

Today, HubSpot is launching a new solution that shows marketers how their business appears across answer engines like ChatGPT, Gemini, and Perplexity, and gives them recommendations to improve. It's called HubSpot AEO.

Early users are already seeing results. Docebo, an enterprise learning platform, now gets nearly 15% of its leads from AI traffic. Fresha, a wellness software company, is seeing more AI traffic than ever before. Both had something most marketers don't: visibility into where their business was showing up in answer engines, and the tools to act on it.

Introducing HubSpot AEO: Now businesses can understand how they appear across answer engines like ChatGPT, Gemini, and Perplexity with recommendations to improve

Why marketers need to prioritize AEO

Answer Engine Optimization, or AEO, is the practice of improving how often your business appears in AI-generated answers across platforms like ChatGPT, Gemini, and Perplexity. It's a new discipline that works differently from SEO (Search Engine Optimization). While SEO helps you rank in traditional search results, AEO helps you appear in answer engines, which take into account brand presence, news media, reviews, social, and owned content to decide what gets cited.

Marketers are already feeling the shift. Organic traffic for HubSpot customers is down 27% year-over-year*. But HubSpot AEO beta users who are prioritizing answer engines have seen AI referral traffic grow 20% compared to customers not using the tool.*

"How buyers search is fundamentally changing. They are asking questions in places like ChatGPT and Gemini, and the companies that show up in those answers are already winning" said Yamini Rangan, CEO of HubSpot. "That's exactly why we've built HubSpot AEO: to help businesses improve their AI visibility, grow brand awareness, and ultimately drive more qualified leads."

What HubSpot's AEO tools do

Most AEO tools make you start from scratch: broad categories, generic questions, prompts you're guessing reflect how your buyers actually research.

When you use HubSpot's AEO tool in Marketing Hub, it includes two capabilities that other tools don't:

Additional capabilities include a brand visibility dashboard with sentiment analysis, competitor share of voice tracking, and citation analysis showing which sources AI is drawing from. The ability to act on recommendations directly inside the tool is coming later this year.

"With HubSpot AEO, we drove 8,000 new website visitors in just a few weeks, resulting in 12 new account conversions, which was a 10% increase year over year," said Emily Davidson, Director of Marketing at Sandler. "The two-point lift in brand visibility increased site engagement and form fills, fueling more pipeline, while these high-intent leads are progressing faster than our typical marketing-sourced deals."

How to get started

There are two ways to access HubSpot's AEO tools:

Interested in more from Spring 2026 Spotlight? Read our overview of everything we launched.

Invite to attend live Spotlight webinar

Media interested in attending a live Spotlight webinar featuring Yamini Rangan, CEO of HubSpot, and Duncan Lennox, CPTO of HubSpot, can visit ir.hubspot.com to attend on Wednesday, April 15, 2026 from 11:30 a.m.-12:30 p.m. ET / 8:30 a.m.-9:30 a.m. PT.

*HubSpot proprietary data **Search Engine Land

Disclaimer

HubSpot Inc. published this content on April 14, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on April 14, 2026 at 13:09 UTC.