The arrival of artificial intelligence is not a passing phenomenon, nor does it have an expiration date; it has arrived to integrate and adapt into society. Currently, it is a tool that facilitates everyday tasks and is even changing the way companies work, sell, and communicate. A recent report reveals that 85% of Spanish companies have decided to invest in this virtual technology, and others have already done so. Furthermore, 69% consider digital transformation to be an important investment factor this year. To take advantage of and make the most of this technology, HubSpot has taken action and published its "2025 Marketer's Strategy Guide," with five very practical tips for integrating AI into marketing and achieving better results. These are five ideas to leverage artificial intelligence in your business Organize your data before using AI To have clear, high-quality information, the first essential step is to take a moment and organize it. This way, we avoid incomplete or disorganized data. HubSpot, for example, integrates a connector with ChatGPT that transforms written instructions into real-world actions: identifying potential customers, improving lead qualification, or launching campaigns in seconds. Adjust your search strategy The way users search online is changing: up to 25% of queries are now resolved directly with AI-generated answers. This means fewer visits to websites than usual, but those that do arrive are from people with a greater intention to purchase or engage. To take advantage of this, companies must improve their content so that artificial intelligence can easily find it and display it at the right times and places. Greater priority given to audiovisual content The truth is that artificial intelligence has simplified video production. What used to take minutes to create a video for social media now offers very easy and inexpensive AI tools. It makes the job easier by creating audiovisual pieces for digital platforms, or even adapting webinars or repurposing calls with clients. Why is making videos essential for your business? Video, along with formats like short podcasts, helps you stand out from the competition and connect more directly with your audience. It's more dynamic, entertaining content that better captures users' attention. Personalize the shopping experience With the help of AI, companies optimize their tasks, work faster, and create more dynamic content. With this technology, managers can even adapt their messages based on each customer's device, location, or current situation. Personalizing each customer's experience thanks to AI means you'll receive better results. Email personalization can increase conversions by 82%, and fine-tuning web experiences can generate up to 89% more leads in one year. Use smart agents to sell more Customer agents respond in real time to user questions on key pages such as pricing or forms. This not only streamlines support but also boosts conversions and keeps visitors on the website longer. According to HubSpot data, some agents automatically handle between 60% and 70% of inquiries. AI, a key ally for businesses "Artificial intelligence is redesigning the discovery phase: it reduces web traffic but generates higher-intent leads. Given this change, brands must replace generic content with personalized and valuable experiences," says Diego Santos, Marketing Manager at HubSpot. Artificial intelligence has become an ally in numerous sectors, forming part of the work team. It's no longer about competing against this technology, but rather about integrating it as a key tool and better understanding it to drive business growth.