HubSpot has a handful of free virtual events coming up on AI search visibility — specifically how to structure your content so AI tools actually cite you. Could be useful if you're trying to wrap your head around this stuff or bring it back to a client.

Here's what's on the calendar:

This week

• Today (May 20): How to Measure AI Brand Visibility and ROI with HubSpot AEO Tools (2pm ET)
• May 21: Content That Wins in AI Answers how to structure content that AI actually cites
• May 21: AEO On-Site Blueprint: The Four On-Site Pillars of AI Visibility (Part 1 of 2)

Later in May

• May 28: AEO Off-Site Blueprint: The Four Off-Site Pillars of AI Consensus (Part 2 of the above)

June

• June 16: AEO for HubSpot Admins (focused on the admin side of things)
• June 24: Your Buyers Are Asking AI. Are You the Answer? a free masterclass on Answer Engine Optimization with HubSpot's Chief Customer Officer, Jon Dick (11am ET)

All free, all virtual. Drop any questions below if you've been experimenting with AEO and want to compare notes.

HubSpot’s AEO Sensor launched this week and it's a free, public benchmarking tool for AI search behavior. No login required.

The problem it's trying to solve: answer engines change constantly, adjusting who gets cited, what content gets surfaced, and how traffic moves. Most marketers only notice when their own numbers shift and there's no reference point for what's happening across the industry.

It tracks three things:

• Volatility score (0–100): How much daily citation, mention, and AI-referred traffic behavior deviates from a baseline. Calm → Moderate → Elevated → Extreme.
• AI-referred traffic trends: Directional estimates from anonymized HubSpot data.
• Industry benchmarks: AI visibility and citation share across 10 industries.

Worth flagging: it shows the landscape, not your brand. It's not a replacement for HubSpot AEO, but more of a "how much is the ground moving right now" read.

Has anyone tried it yet, or have a different way of tracking? And what would you add to make something like this more useful to you?

hubspot.com/aeo-sensor

We know it can be tough to keep up with everything happening across the HubSpot ecosystem, so we've rounded up a few opportunities to help you learn, connect, and grow.

From community events to HubSpot-led programs to Academy Bootcamps and Webinar Resources, this post will be regularly updated with ways to build skills and meet other folks in the ecosystem every month.

------------------------------------------------------------------------------------------

Loop Marketing: IA, marketing y ventas para crecer mejor

Monday, May 18, 2026 | 11:30 AM - 1:00 PM CLT Register Here

Si estás explorando cómo usar IA en marketing + ventas, este puede valer la pena. Van a cubrir Loop Marketing, un enfoque más moderno que reemplaza el funnel tradicional combinando IA + estrategia para mejorar campañas, acelerar el aprendizaje y generar mejores resultados. También toca algo clave: alineación entre marketing y ventas (cómo trabajar más conectados y responder mejor a señales del mercado). No es solo teoría — habrá ejemplos reales, uso de herramientas de HubSpot y espacio para conversar con otros equipos. Formato híbrido (presencial + online).

------------------------------------------------------------------------------------------

Measure AI Brand Visibility & ROI with HubSpot AEO Tools

Tuesday, May 20, 2026 | 2:00 PM - 3:00 PM EDT | Free Virtual Event Register Here

Learn how to measure your AI brand visibility and connect it to real business outcomes using HubSpot and AEO tools. You'll cover how to evaluate your AI visibility across key queries, track brand mentions in AI-generated answers, use the AEO Grader to identify gaps, and connect content performance to CRM data and pipeline. You'll leave with a clear framework to prove the ROI of your AI visibility efforts.

------------------------------------------------------------------------------------------

Why the World's #1 Marketing Podcast Chose HubSpot

Wednesday, May 20, 2026 | 10:00 AM BST | 11:00 AM CEST | Register Here

Uncensored CMO has racked up millions of downloads and 100K+ monthly listeners — Cannes Lions just named it the world's leading marketing podcast. Jon Evans joins us to talk marketing in the age of AI, what creativity really looks like now, and where the industry is headed.

------------------------------------------------------------------------------------------

HubSpot's Answer Engine Optimisation Tool is Here

Tuesday, May 26, 2026 | 1:00 PM BST | 2:00 PM CEST | Free Group Demo Register Here

When buyers ask AI, does your business come up? This hands-on group demo walks through HubSpot AEO live in the product including a first look at what's new in Marketing Hub for Spring 2026. You'll hear from Beeri Amiel (co-founder of XFunnel, whose technology became HubSpot AEO), alongside HubSpot Lead Solutions Engineers Megha Bhattacharya and Sidharth Balaji.

------------------------------------------------------------------------------------------

World Learning Week (HubSpot Academy)

Week of June 1–5 Register Here

HubSpot Academy's biggest annual learning event (formerly World Certification Week) just got an upgrade and registration is open. Whether you're renewing a cert, exploring a new topic, or leveling up your team, this is your week to invest in learning. Expect fresh content, new opportunities, and plenty of ways to grow your skills.

------------------------------------------------------------------------------------------

AI-Powered Data in HubSpot: Enrichment, Insights & Smarter Reporting

Tuesday, June 9, 2026 | 12:00 PM - 1:00 PM EDT | Free Virtual Event Register Here

Better decisions start with better data. In this HubSpot User Group session, Aaron Schmaltz, Senior Professor at HubSpot Academy, will show how AI-powered data tools help teams automatically enrich contact and company records while unlocking deeper insights through advanced data modeling with Data Studio. You'll walk away with practical strategies to improve data quality, eliminate manual research, and turn scattered information into insights your whole team can act on.

------------------------------------------------------------------------------------------

Are you looking for other events where you can connect with HubSpot customers online and offline? Check out our HUG (HubSpot User Group) Event Calendar here. And, if you are looking for past and present webinars, take a look at our Webinar Resources.

Not sure where to start? HubSpot Success Center is your one-stop home for getting the most out of HubSpot with resources to help you learn, connect with other users, and build solutions alongside HubSpot experts.

HUGs are free meetups where HubSpot users connect locally (and virtually) to share what's actually working, get unstuck on things, and talk shop with people using the platform in similar ways.

We just added 33 new chapters across 14 countries, so if you've looked before and didn't find one near you, worth checking again.

👉 Find a chapter

Curious if anyone here is already part of a HUG and what your experience been like?

April and Spring Spotlight dropped a LOT of updates so here’s a quick ICYMI with a few of the stand out products:

🔍 **AEO (Answer Engine Optimization)**
A standalone product that can track how your brand shows up in AI tools like ChatGPT + compared against competitors. If AI search has felt like a black box, this is a big step forward. More info here.

🎨 **New AI Image Creation & Editing**
Now supports conversational edits, reference images, and brand kit alignment. Less starting from scratch, more iterating. Learn more.

📧 **Custom Fonts in Marketing Emails**

Brand fonts are finally available in the drag-and-drop editor. Long time coming. Read the article.

📥 **Auto-create Contacts from Emails**
Contacts can now be created from incoming emails to your connected inbox. Huge for reducing manual cleanup. Curious to learn more?

📊 **Campaigns Improvements**
Better reporting + multi-campaign visibility. The campaigns object is leveling up quickly. More information here.

👀 **Reddit Social Insights (beta)**
HubSpot can now track Reddit conversations about your brand. From things like sentiment, share of voice, and trending discussions, directly inside the platform. Find out more.

(Currently in beta for Marketing Hub Pro/Enterprise and your admin can enable it)
---
Some upcoming ones worth keeping an eye on:
• Calculation properties with Breeze
• Gmail/Outlook sidebar improvements
• Permission sets & seats decoupled

---

If you want the full list of everything that dropped, you can check it out here

---

👉 Which one are you most excited to try?

Seeing this come up a lot with HubSpot AEO lately:

• Low visibility
• Weak sentiment
• Competitors showing up instead

The data’s there… but it’s not always obvious what to fix first.

One thing we have noticed: default prompts only get you so far. Feels like you have to start customizing pretty early to see real movement.

We’re digging into this more in a session on May 6 how to actually triage AEO issues (prompts, citations, competitors) and figure out what’s worth fixing vs ignoring.

Curious what others are seeing are you getting results out of the box, or having to tweak prompts to get anywhere?