How HubSpot’s Hustle Crew Makes use of AI


Should you aren‘t conversant in The Hustle, it is a media entity recognized for its offbeat and irrelevant spin on the information (living proof: The Corporate Marriage of Pop Tarts and Crocs).

Followers of The Hustle have struck content material gold. They will subscribe to their each day publication, now 2+ million subscribers robust. They will take heed to their podcast, or watch their YouTube movies. And in the event that they nonetheless want an additional repair, they will hit “comply with” on one (or all) of their social media accounts.

It is no secret that The Hustle is a content material engine – however with the emergence of AI, their workflow is beginning to change.

Right here, I spoke to the crew at The Hustle to learn the way they’re utilizing AI to supercharge their content material.

Free Report: The State of Artificial Intelligence in 2023

How The Hustle Crew Makes use of AI

Repurposing content material throughout social media.

The Hustle is all over the place on social media, enabling them to achieve an viewers that spans each nook of the web.

As Taryn Varricchio, Editorial Supervisor of The Hustle’s YouTube channel, places it, “Not each YouTube viewer is a devoted TikToker, and vice versa. By sharing completely different types of our content material, we will attain these audiences and provides prolonged life to our long-form tales,” she instructed me.

Taryn Varricchio Quote

Nevertheless, adapting their content material to completely different platforms could be a time-consuming course of. That is the place AI can assist.

Varricchio makes use of AI to transform long-form content material into bite-sized YouTube Shorts. Utilizing the instrument, she enters the URL from the long-form video, and the instrument returns with a number of snippets of the video.

For instance, the YouTube Quick under is a snippet of an extended, seven-minute video on their YouTube channel. With the assistance of AI, Varricchio was capable of maximize the mileage of the longer video and meet her audiences in multiple place.

Making room for extra inventive work.

“Fortuitously, we really feel like AI cannot out-creative us simply but,” Ben Berkley, Managing Editor of The Hustle, instructed me.

In spite of everything, it is arduous to think about an AI chatbot cooking up such titles as How to Barbecue In Outer Space or Seaweed-Sinking Robots Are Tackling the Climate Crisis. Though this may change sooner or later, for now, Berkeley and his crew are dabbling with AI to make room for extra inventive work.

He instructed me, “We’re taking it upon ourselves to experiment with each instrument obtainable to us — whether or not it is serving to us distill difficult ideas extra effectively, creating new sorts of graphics that might accompany our tales, or simply merely serving to us with administrative work.”

Ben Berkley quote (1)

Over on The Hustle’s YouTube channel, Varricchio and her crew use AI to streamline the analysis stage of content material creation.

“As journalists, content material creators, and video scriptwriters, our groups continually have to analysis, learn articles and reviews, and sift by the muddle on-line to seek out respected sources. AI can assist us summarize analysis and spotlight key factors from articles and reviews that might in any other case take hours to learn by,” she instructed me.

Nevertheless, Varricchio factors out that AI would not take away the necessity to fact-check or affirm their sources. Whereas it streamlines the analysis stage, she nonetheless has human guardrails in place to test for high quality.

Experimenting with AI as a substitute for inventory imagery.

Whereas most inventive groups depend on inventory photographs, Ben Harmanus, Principal Editorial Lead at HubSpot, is experimenting with AI-generated photographs for movies.

One of many greatest drawbacks of inventory imagery is the difficult licensing charges and agreements. For instance, if that you must exchange a copyrighted picture in a YouTube video, you need to take it down, edit it, after which re-upload it. Within the course of, you lose all of the views, feedback, and likes from the unique video.

“Whereas we will simply swap a picture on an internet site, that is unattainable for movies. AI is commonly a safer method to make use of photographs,” Harmanus instructed me.

Not solely are AI-generated copyright-free, however they’re additionally completely customizable. Oscar Estrada, Movement Designer at HubSpot, has additionally been experimenting with AI-generated photographs because of this.

“Typically it is arduous to discover a inventory picture that matches the temper or the colour palette that I would like,” he instructed me. “It is useful to have instruments like Midjourney or Runway to visualise concepts and even to exchange inventory imagery.”

In Estrada‘s expertise, AI would not simply push his inventive potential; it additionally has clear time-saving advantages.

“It helps me work on a number of initiatives concurrently with out having to waste time on the handbook, repetitive components of the method. In that method, I really feel prefer it’s tremendous precious.”

Finally, instruments like Runway AI might be a life-saver for groups who want content material in a pinch, or a strategy to check out new concepts or ideas with minimal time dedication.

Getting inspiration for YouTube titles.

“I wish to ask HubGPT to assist our crew craft partaking YouTube video titles,” Varricchio instructed me. She does this by pasting video scripts into HubGPT and prompting it for options.

It‘s price noting that Varricchio would not merely copy and paste its responses. As an alternative, she makes use of it as a inventive springboard.

“Whereas I do not use any title phrase for phrase, it helps encourage phrases or language for a video title I in any other case hadn’t thought of,” she instructed me. “It may possibly set off a brand new framing for a video or contemplate what different info is perhaps extra helpful to prioritize within the naming of a narrative.”

On this method, AI turns into a brainstorming companion, providing different angles and new views. This kind of collaboration is invaluable for content material groups like The Hustle, and can be utilized in a wide range of methods — from arising with YouTube titles and weblog concepts, to social media copy and extra.

Above all, The Hustle crew continues to be figuring issues out.

Once I requested Ben Berkley how his crew makes use of AI, his reply was refreshingly candid.

“It is necessary that we’re trustworthy with ourselves and our readers that we’re nonetheless determining AI like everybody else. We aren’t positive the way it’ll match into our jobs in the long term but, nevertheless it will not be for an absence of attempting,” he instructed me.

I am keen to wager this sentiment is felt by many groups attempting to navigate this new AI world. Whereas AI is thrilling, many groups really feel stress to construct their whole operation round it.

Nevertheless, Berkeley is embracing AI the place it is smart, and with a wholesome dose of curiosity.

“We would like The Hustle to be the perfect and that is solely doable with extra time to lean into our personal creativity. We hope AI will provide us a method to do this.”

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