Kipp Bodnar — Chief Marketing Officer, HubSpot
Published:
Right now, for these large language models, they have three sites that they cite and use in citations for their responses the most, and that is Reddit, that is YouTube, and that is LinkedIn organic posts… If you’re not really participating or visible in those other networks, then that’s going to decrease your visibility in AI search, because AI is looking at the content conversations on those other networks to basically try to figure out, ‘Oh, what is actually the consensus viewpoint on this product or on this issue that I am trying to answer?’
What does Kipp Bodnar say on The Agile Brand with Greg Kihlström?
Kipp Bodnar, Chief Marketing Officer, HubSpot, says: This episode interviews HubSpot Chief Marketing Officer Kipp Bodnar about how AI-driven conversational search is replacing the traditional ten blue links and reshaping brand discovery, measurement, and team structures. Bodnar explains the shift toward Answer Engine Optimization (AEO), the need for off-site consensus across platforms like Reddit, YouTube, and LinkedIn, and argues that first-party contextual data and organizational clarity are the true competitive advantages in the AI era.
From: The Agile Brand with Greg Kihlström
Cite as: Kipp Bodnar. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kipp-bodnar-right-now-for-these-large-language-models-they-have-three