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What happens when technology companies stop advertising in media and start owning it?
In this episode of The Media Copilot podcast, host Pete Pachal speaks with Jonathan Hunt, VP of Media & Content at HubSpot and Head of The Hustle, about the growing convergence of technology, media, and audience ownership.
As AI transforms how people discover information, search for answers, and build trust online, companies are rethinking their relationship with media. HubSpot has quietly assembled one of the most ambitious media portfolios in business, spanning newsletters, podcasts, YouTube channels, creator partnerships, and acquisitions including The Hustle, Mindstream, Starter Story, and Futurepedia.
Their conversation explores why audience ownership has become increasingly valuable in an AI-driven world, how brands are adapting to changing discovery patterns, and why trusted human voices may be more important than ever as generative AI floods the internet with content.
Listen or watch:
Jonathan shares how HubSpot transformed from a software company into a media powerhouse, building a portfolio of trusted brands through acquisitions, creator partnerships, newsletters, podcasts, and AI-driven content strategies. He discusses the challenges of maintaining editorial independence while scaling audience growth in an increasingly competitive information ecosystem.
The discussion also dives into Answer Engine Optimization (AEO), AI’s impact on publishing, and the changing economics of audience development. As AI reshapes how people discover and consume information, Pete and Jonathan explore a critical question for the future of media: will audiences place their trust in publishers, creators, platforms, or the technology companies now operating at the intersection of all three?
Sponsor:
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Why this matters
The rise of AI is changing how audiences find information. Traditional search is giving way to AI-powered discovery, and companies are increasingly looking beyond advertising to build direct relationships with audiences.
As content becomes easier to produce, trust becomes more valuable. Organizations that own audiences, cultivate expertise, and build authentic relationships may be better positioned to compete in an environment where AI-generated content is abundant but human credibility remains scarce.
The discussion highlights a broader shift taking place across media and marketing: the growing realization that audience ownership may be just as important as product ownership.
What we cover
• Why AI may increase the value of human-created content rather than diminish it
• How HubSpot built a media network through acquisitions, launches, and creator partnerships
• The strategic thinking behind acquiring brands like The Hustle, Mindstream, and Starter Story
• Why audience ownership matters more than ever in a fragmented media environment
• How AI-powered discovery is changing traffic, engagement, and customer acquisition
• What Answer Engine Optimization (AEO) means for publishers and marketers
• Why visitors arriving from ChatGPT and other AI tools often convert at higher rates
• The growing influence of YouTube, LinkedIn, Reddit, and creator-driven media on AI search results
• OpenAI’s acquisition of TBPN and what it could signal about the future of technology-owned media
• How HubSpot balances editorial independence with corporate ownership
• The role of AI in content creation, production workflows, and operational efficiency
• Whether concerns about a “SaaS apocalypse” are reality or industry hype
• Why authentic creator partnerships outperform traditional influencer marketing
About the 👤 Guest
About the show: To explore more conversations like this and see what’s new, visit the Media Copilot website at mediacopilot.ai. You’ll find new episodes, expanded resources, and tools designed for journalists, communicators, and media leaders navigating the fast-changing world of AI. It’s the home base for everything Media Copilot and it’s just getting started.
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Produced by Pete Pachal and Executive Producer Michele Musso
Edited by the Musso Media Team
Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0
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