The BoardroomPR team recently attended HubSpot’s UNBOUND 2026 conference in Boston, where marketing, sales and technology professionals came together to explore the latest in AI, digital marketing, content and search. Session after session, the same message stood out: Human intelligence has never mattered more than it does in the age of artificial intelligence.

AI has changed how brands create content, connect with audiences, and get discovered online. Ithas opened the door to new creative possibilities and helps marketers work more efficiently. Butcreativity, strategic thinking and human judgment remain essential. Here are three key takeaways from UNBOUND 2026.

1. How Can Brands Stand Out When AI Makes Content Easier to Create?

AI has made it easier to generate social media posts, marketing materials and videos in seconds, but while the volume of content keeps growing, audience attention does not. More content does not necessarily mean more attention, so brands need content that truly stands out.

One statistic shared at the conference revealed that 87% of consumers believe the best advertising still needs a human touch.

While AI can be a valuable tool for research, brainstorming and content development, relying on it too heavily can lead to repetitive messaging, generic visuals and content that lacks personality — also referred to as “AI slop.”

The key is to use AI to support the creative process without losing the human influence behind it. Content still needs the judgment of someone who understands the brand and its audience. AI can help bring ideas to life, but people should remain responsible for shaping them. The focus should be on creating content that is:

• Original: Reflects the brand’s voice, perspective and expertise.
• Relevant: Addresses the audience’s needs and challenges.
• Authentic: Incorporates real experiences, people and insights.

The takeaway: AI can help brands create content faster, but it is human creativity and strategic thinking that make content original, meaningful and worth engagement.

2. How Is AI Changing the Way People Search?

A major topic was the growing role of AI search platforms such as ChatGPT, Google Gemini, and Perplexity. Businesses have traditionally focused on Search Engine Optimization (SEO) to rank in Google results. Now, more consumers turn to AI platforms for recommendations, comparisons, and answers, introducing a new priority: Answer Engine Optimization (AEO).

AEO is the practice of structuring content to improve a brand’s chance of appearing in AI-generated answers.

AI users tend to ask longer, more detailed questions. Rather than searching for “Commercial real estate in South Florida,” someone might ask, “What are the benefits of buying office space in South Florida instead of leasing?” Businesses need content that directly answers these questions.

Key AEO strategies included:

• Create specific, informative content. Develop blogs and web pages that answer questions customers ask.
• Structure content clearly. Use descriptive headings, organized sections and FAQs that AI platforms can easily interpret.
• Keep information current. Regularly update website content.
• Build credibility across platforms. Establish a consistent presence through earned media, social media and other third-party sources. HubSpot data shared at the conference showed earned media accounted for 30% of the sources referenced by AI answer engines in its analysis.

The takeaway: Brands need to consider how they appear in AI-generated answers, not just traditional search results. BoardroomPR’s AEO services help businesses improve their chances of being recommended by AI platforms.

3. Why Is Authentic, Human-Centered Content Becoming More Important?

Another recurring theme was the value of content that showcases the people behind a brand. Consumers want to connect with real people, especially on LinkedIn, where executive visibility, employee-generated content and thought leadership increasingly build credibility.

Beyond polished promotional materials, brands can connect through:

• Behind-the-scenes videos showcasing company culture.
• Thought leadership from executives and industry experts.
• Employee perspectives that offer a more personal look at the business.
• Educational videos that answer common questions.

The takeaway: Effective content does not always require a big production budget. An authentic look at the people behind a business can make the strongest impression.

What Do These Marketing Trends Mean for Businesses?

Businesses cannot rely on the same digital marketing playbook they used a year ago, but keeping up does not mean handing your marketing strategy over to AI. The most effective approach combines new technology with the experience, creativity and judgment of marketing professionals.

Looking to strengthen your brand’s digital presence? Contact BoardroomPR to learn how our public relations, social media and digital marketing team can help.

Amanda Gordon

Digital Account Executive