We’re thrilled to share some exciting news from the Hat Media team: We have been selected to join HubSpot’s 2025 Partner Advisory Council (PAC)—with a specific focus on one of the most important forces shaping our industry today: artificial intelligence.

To say we’re honoured is an understatement. The PAC is one of HubSpot’s most influential programs, designed to bring together a diverse group of expert partners from around the world to provide insights, tackle challenges, and shape the future of the HubSpot ecosystem.

For Hat Media, it’s a powerful affirmation of the work we’ve been doing at the intersection of AI, strategy, and customer experience.

A Trusted Voice in the Future of Marketing

The HubSpot PAC is more than just a forum. It’s a structured opportunity for partner agencies to offer real-world insights, challenge assumptions, and co-create solutions that benefit the broader HubSpot ecosystem.

Each year, HubSpot selects a small cohort of agencies that have demonstrated leadership in key areas—this year, that area is AI. The PAC brings together these agencies to participate in both live meetings and ongoing asynchronous collaboration via Slack, engaging with HubSpot leaders on a monthly basis to discuss everything from product development to partner experience.

As a member of the 2025 AI PAC, Hat Media will contribute to key discussions around innovation, adoption, ethics, and the real-world applications of AI within HubSpot and across the partner network.

AI: More Than a Buzzword

At Hat Media, AI isn’t just a hot topic—it’s becoming core to how we work. In the last 18 months, we’ve integrated AI into nearly every corner of our client services, from:

Smarter segmentation and predictive targeting
AI-enhanced content ideation and personalisation
Lead scoring and qualification automation
Campaign reporting and attribution accuracy
Efficient workflows within HubSpot’s CRM ecosystem

But we approach these tools with purpose. For us, AI is not about replacing marketers—it’s about amplifying human potential. It’s about creating time for strategy, creativity, and connection, while letting automation do the heavy lifting in the background.

By joining the AI PAC, Hat Media will be part of a vital feedback loop helping to shape how AI is integrated responsibly into HubSpot—ensuring it remains a force for good in the marketing and sales landscape.

What It Means to Be on the PAC

The 2025 PAC program will run through a combination of biannual live meetings and ongoing asynchronous engagement. Hat Media will participate in key discussions led by HubSpot’s product and strategy teams, providing insights drawn from our work with SaaS and tech clients across the region.

We’ll also be part of a Slack-based community of leading agencies, where between two and four key questions, topics, or polls will be posted each month for discussion. This creates a dynamic, ongoing dialogue—one that helps ensure that HubSpot’s innovation remains grounded in the practical needs of its partners and users.

As part of the AI PAC, Hat Media will:

Share insights on real-world AI adoption
Advocate for the needs of early-stage and scaling SaaS clients
Help HubSpot understand the evolving expectations of modern B2B marketing teams
Contribute to product development and partner enablement strategies

Why This Matters for Our Clients

Being part of the PAC gives Hat Media a direct channel to influence HubSpot’s roadmap, ensuring that the voice of our clients—especially those in the SaaS, tech, and growth-stage markets—is heard.

For our clients, this means:

Early visibility into upcoming AI features
A deeper understanding of how to integrate AI into marketing and sales workflows
Smarter solutions built in collaboration with HubSpot’s internal teams
Real influence over the tools and strategies being developed for the next generation of B2B engagement

It’s a responsibility we take seriously. As an agency, our mission has always been to create intelligent, strategic, and human marketing—and this opportunity allows us to contribute at an even higher level.

AI in HubSpot: What’s Next?

HubSpot is evolving fast—from a powerful marketing automation platform to a full-scale customer platform. And AI is a core driver of that transformation. From content assistants and chatbots to predictive insights and smart automation, the potential for AI within HubSpot is enormous.

But adoption requires more than capability. It requires context, confidence, and collaboration. That’s where the PAC comes in. By creating a dedicated space for partners to explore AI use cases, challenges, and ethics, HubSpot is ensuring that innovation happens responsibly and inclusively.

We’re proud to be at the table for these conversations, representing the perspectives of agile, growing SaaS businesses and the agencies that support them.

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