How Our Events Team Saved Thousands using AI for INBOUND ’24

When the Hubspot team Global Events had its first session of planning for the entrance 2024, they were not sure of the creative direction they would go.

One thing, though, was clear: since the huge AI became in the last few years, they knew he would somehow involve him.

I connected with a team to find out more about an important role that AI played in pre-production-on creating attractive visuals with Midjourney to the target programs with Claud.

Creating fresh intermediate spaces

Prior to the entrance of 2024, the team kept interstation on the spot quite consistently compared to one year, holding on to static visual images and light animation.

It was time to change.

Instead of the graphics that would disappear in the background, they wanted to create intermediate participants who would like to deal with.

“This year Ai was big, and we got an introduction to Midjourney and the job that Eduardo worked with tools,” he said Save AaverFormer production manager Hubspot who led the cooperation. “We decided to look at it to add more interest to our screens, create a new element, so people have something to look at that conversation about sparkling, if they sit and wait and work between the sessions.”

Tim Global Events Tapped Eduardo Garcia-LopezLeading designer in Hubspot for a visual design team to monitor the production of fresh interstiti with AI – exploitation Midjourney,, Topaz and Runway.

They didn’t try to create something net new, he says, but they wanted to push their brandy.

“We didn’t want to feel like,” Oh yes, this is very on the brand. We would expect exactly, “Garcia -Lopez said.” We wanted to explore, because Ai gives us these options – you can take it anywhere you want, but still maintain the same brand style. “

After some brainstorming, they settled on three topics:

• An umbrella topic for the entrance, which was very abstract and closely related to the Hubspot brand.
• Expanded brand for each phase.
• Third, surreal, abstract city topic

Creative process with AI

From start to finish, the team took about a month and a half to create 28 final videos, and 14 minutes of launching time was adapted to seven types of screens at the scene.

Starting with the basic shape, gradients and colors that were always the basis for the entrance graphics, Garcia-Lopez fed these initial images with Midjourney.

This allowed him to generate initial ideas and opportunities that will be presented to the Global Events team.

With AI, the person who performs the incentive becomes a director, he says.

“You say Ai. ‘Here’s my vision. Now, come out and do it, “he says,” it takes a while, but if you compare it to the team, you still need someone to drive a vision. “

Once both teams agreed on the last 2D paintings for each stage and location, Garcia-Lopez headed for a mini shorts and animation runway.

“It took me about two days to create the city of Boston Mini Paper City, generating all flat pictures and creating a board board, I entered the runway and animated them all,” he says. “Then I entered Adobe Premiere to arrange the whole thing.”

He also used Topaz, AI editing software that improves the quality of AI video.

I wondered how much would it cost if the team works with the supplier to create these property in an old -fashioned way.

Garcia-Lopez estimates that he will ask for a 30-second clip, it would take at least two weeks and thousands of dollars.

That was said, Midjourney was not exempted from the strangeness that happen when you use AI to imitate reality.

“What I presented to the team was the most interesting, purest options, but there were many generations behind the curtains that did not go out well,” says Garcia-Lopez. “It was very intricate. You would happen something strange – buses enter each other, buses entering people, as well as all these strange things.”

What took a lot of time was to identify the best needs and cleanse of inconsistencies, he says. Fortunately, he works fast.

“We have eaten in a few days. We would have new opportunities in a few hours, so it was very, very fast,” Garcia-Lopez said. “As a designer, we would need a big team to deliver all this property, even an illustration for all the variations of styles.”

With the help of Midjourney, he was able to create 25 different styles – a result that he calls “almost unimaginable” in the time they had.

“You need a big team with specific skills to achieve a particular style,” he says, “and we managed to admire and choose what we wanted.”

Ai is not without its limitations.

When I asked Garcia-Lopez about the challenges of the design that came with the influence of AI, he said there are great people who often forget.

“Editing something is actually quite difficult. With a file that can be edited, such as a vector -based design design in Adobe Illustrator, you can change any little detail,” he says. “With Midjourney and these Ai tools, this is not so easy.”

The myth is that editing with AI is fast, he says. For example, in color, you may not always get the same colors that you would achieve from the color palette. But you can get something pretty close.

Aaver echoes that feelings.

“It was a great experience of learning for us, as approval and reviewers,” she said, “Let’s learn what we can and cannot give feedback on what an easy change is, which is not so easy.”

In addition, he does not do most of the job, contrary to the folk opinion. There is a lot of return to Adobe and then bring it back to the AI ​​model to get the results you want, says Garcia-Lopez.

“You can do a lot with a small team, but you need skills in another software and a good background to solve a lot of these problems,” he adds.

Creating custom programs for students

In addition to interstiti, Tim Global Events also turned to Anthropin Claud to create property.

“We wanted to consider security and we love Claud because he does not train the information you enter,” said Matt Diaz, a team team in Hubspot for global events. “It has a large context window, so we can convey a lot of training information and give us a way out without keeping that information for its system.”

They wanted to develop students and create targeted programs, which will then be used to promote events in interactive “Choose your own entrance adventure” quiz.

The first step of the team asked Claude to create targeted programs, based on entry sessions and speakers, their customer personalities and their goals and goals.

“That could have done within a minute,” Diaz says, “it was really detailed, it was amazing.”

Their next step was to refer to Claude to make sure that every agenda is unique, without overlapping sessions, making sure to add Chatbot for the context and explanation behind its choices.

The process lasted two to three circles of reviews, because Claude would sometimes hallucinate, creating sessions or speakers who did not exist.

According to the team, the whole procedure lasted less than the whole day.

“If you were hiring a team for that, you talk for more days,” Diaz says, “and they will hit you over your head with a lot of money to do it. And that was the price of subscription on Claude Pro.”

After their target agenda was built, they created dedicated persona for each agenda. This included marketing focused on AI leader and marketing technologists, sales persons such as a strategist on the market and founder inspired such as a data guided by data.

The other half of this project included the creation of a personality quiz that participants could take to align their person with a targeted program.

“We acted by assuming that, especially on social media, people don’t want to go and discover who they are,” he said Sarah HughesLeading social media on the Global Events team. “They like to tell them who are through these quizzes or personality tests.”

The biggest challenge was to ensure that a system for scoring a quiz even has chances for each agenda, that is, to make sure that all quizzes do not match the same targeted agen.

“Claude received us about 85% of times, and then realized that this scoring section and ensured that it made sense of all personale,” said the higher marketing manager of the content Numer.

They posted it on Inlet blogTraffic ride through e -aits and social channels. To say that it was successful, it was a bit of an underestimation.

“In all our blog posts 2024, he was third ranked in terms of impressions behind the second post that we left a lot of paid spending,” Lanna said.

This quiz has become a valuable resource for potential clients, perspectives and students, he adds.

Since so many “Ai stories went wrong” that hovered around, this is a small study of the case that the AI ​​is right.