Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote: AI, our jobs, the uncertainty many are feeling in this moment, the need to remain relevant, and the reminder that this isn’t just about human productivity but about human identity.

Her keynote didn’t lean on hype (I’m looking at you, AI warriors in my LinkedIn feed). Instead, it centered on how humans and technology will work together, what the future of work will look like, and why customers expect outcomes, not just software. These themes shaped the conference and, more importantly, point to how companies should think about creating value going forward.

Here are the three themes that stood out to me:

  • AI isn’t just about productivity; it’s about identity. While AI was positioned as a great accelerant, the deeper tension was more personal: “If AI can do this, what’s left for me?” As Rangan reminded the audience, “humans lead — AI accelerates.” The challenge isn’t solely adoption; it’s helping people see where their creativity, judgment, and leadership remain essential.
  • Hybrid work is the future. If AI accelerates, humans must define the direction. The future of work isn’t one or the other — it’s both. Machines will automate and support scale, but only people can provide vision, empathy, and decision-making. When we lead with these uniquely human strengths, AI becomes an amplifier, not a threat.
  • Customers buy outcomes, not tools. The message was clear: Companies don’t just invest in another tool — they invest in results such as retention, growth, and efficiency. To compete, vendors must align across functions to deliver impact. The differentiator won’t be the software itself but the tangible value that it delivers to customers.

INBOUND 2025 was more than a product showcase. It reflected both the possibilities and anxieties of the moment. As attendees return to their companies and customers this week, they must remember to treat AI as a partner and not a threat, step into the future of work with confidence, and keep customer outcomes at the center of strategy. That isn’t just the direction HubSpot is signaling — it is the direction that we must take to compete and grow.