I’ve been deep in the trenches with my growth team over at Webflow, pushing hard to integrate AI across everything we touch — not for the hype, but because it’s changing how we operate and compete.
The framework we’re using:
1️⃣ Where can we adopt AI internally to drive real growth?
2️⃣ Where can we build with and for AI to stay ahead?
3️⃣ How is AI shifting market dynamics — and how do we respond?
Here’s what that looks like in practice over the past couple months:
⚙️ AI Content Refresh: Partnered with AirOps to fully automate our SEO content refresh process. We’ve 5x’d our output, cut hours significantly, and seen major traffic surges on high-value pages.
📹 Webinar → Blog Tool: Built an internal tool that turns webinar transcripts into full blog posts — auto-generating topic clusters, pulling keywords from SEMrush, and creating brand-aligned copy with CTAs. One-time events now fuel evergreen inbound engines.
📈 AIO in Motion: Investing heavily in AI optimization — structuring content for how LLMs surface results, boosting brand citations, and dialing in for discoverability. Nearly 10% of sign-ups are now attributed to AI-driven sources. That’s likely undercounted, given direct traffic and AI-research behaviors.
👂 AI-Powered Listening: Scraping community convos and the competitive landscape to surface sentiment, then using AI to generate insights and recommendation engines. Real-time feedback loops, real-world problems, smarter action. Shout-out to Gumloop for making this easy (and being my favorite new product).
🤝 Affiliate Program, Upgraded: Used AI to overhaul affiliate outreach — personalized messaging, smart segmentation, and targeted reactivation. Massive lifts in onboarding, re-engagement, and time-to-first-sale.
💸 Paid Media at Scale: Scaling Search, Display, and Video with AI-powered creative. We’re also testing two Google AI betas — including ad placements in AI-generated search results and smarter targeting via AI Overview.
There’s a lot of armchair AI talk right now. We’re not just talking — we’re building. In the open. And it’s paying off.
If you’re not in the arena yet, you’re already behind.