How HubSpot Scaled AI Adoption

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HubSpot's journey from cautious experimentation to near-universal adoption of AI coding tools in engineering.
Initial experimentation with GitHub Copilot in Summer 2023, driven by executive buy-in from founders Dharmesh and Brian.
Key success factors included executive support, large-scale pilot programs, enablement efforts, and rigorous measurement.
Creation of a Developer Experience AI team in October 2024 to drive adoption, increase impact, and build community around AI tools.
Transition from restricted usage to proactive, widespread adoption after data showed positive impacts on productivity and no increase in incidents.
Strategies for reaching late adopters included peer validation, quantitative proof, better tools, curated experiences, and making AI fluency a baseline expectation.
Adoption opened doors to advanced uses like coding agents, Sidekick AI assistant, UI prototyping, and infrastructure development.

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