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Vol. 1 · No. 202639

Sales edition

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Edition 202639 · Monday 21 September 2026 · Clarity since 2026

This week: a Bloomberg investigation shows what goes wrong when no one still challenges the AI, HubSpot rebuilds its CRM around "Growth Context", and almost two thirds of people in the Netherlands use an AI platform monthly.

What changes for you
Een stapel gegevens: data

The AI moved faster than the checks: why your customer now asks for proof

A Bloomberg investigation into a deadly air strike shows what happens when people trust a system to catch its own mistakes.

On 18 September, Bloomberg published an investigation into the air strike on 28 February on a school in Minab, Iran, which killed 123 children. Palantir's Maven Smart System helped compile the target list. That system uses Anthropic's Claude to rank targets semi-autonomously. Military staff at US Central Command assumed Maven would flag outdated or conflicting intelligence. That did not happen. Work that normally took hours was done by the system in minutes. Palantir says there is no evidence the software malfunctioned, and that the company is not responsible for the underlying data. It did add new checks meant to catch conflicting intelligence. This is not sales news, but it does affect your work. It is the clearest example so far of what goes wrong when people trust an AI recommendation without checking it. A buyer looking at an AI feature in your product will soon want to know who is still keeping watch. Make sure you can answer that question before it is asked. The key word is "ranking": the system does not invent anything new, it puts existing data in order of importance. Such a list always looks convincing, even when the underlying data is old or contradictory. Because it moves fast, the natural brake disappears too: work that took hours left room to doubt and double-check by phone, in a few minutes that room is gone. You see the same pattern in your own pipeline: a lead score or an AI-suggested quote looks just as certain as a list a person has checked for hours. The line sits at anything that goes out under your name: a price, a promise, a claim about what the product can do. If you trust an agent there, you cannot fix a mistake with a follow-up email. At the same time, doing everything by hand is not the answer either, since then the tool delivers nothing. Let AI handle the groundwork and the ordering, but keep a person responsible for every number and every promise. Be honest with your customer about where that line sits in your product, because that question is coming.

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Background for subscribers
What this means for you
Where is the line between AI help and your signature

One pattern keeps returning in this edition: AI systems work faster than the checks meant to watch over them. At Maven, that check was missing, with deadly results. In your work it goes less far, but the principle is the same: a lead score, a quote or a product recommendation looks convincing, even when the underlying data is shaky. HubSpot and Google show that the gain from AI depends on how well your own data and texts are in order, not on the tool alone. And with almost two thirds of your customers already consulting AI themselves, the conversation no longer starts from zero. So always keep a person responsible for every number and every promise that goes out, and stay alert to fake requests made with increasingly convincing AI.

Een stapel gegevens: data

HubSpot bets everything on 'Growth Context': better CRM data, higher conversion

On 16 September, HubSpot announced its biggest product release in years. Everything centres on 'Growth Context': a constantly updated picture of your business, your customers and your team, which the AI draws on. The new Breeze Assistant is the engine behind it and gives you a different way to work inside HubSpot: you can act directly on what is in the CRM. HubSpot claims that companies with such rich context generate 3.6 times more MQLs, win 3.2 times more deals, and close over twice as many tickets. For salespeople following up leads and drawing up quotes, that is a direct promise: better data in the CRM, more conversions out of it. This week, go through one account and fill in the empty fields. The name gives away the logic: the assistant invents nothing, it combines what is already in your CRM about contacts, deals, conversations and tickets. The more complete that picture, the more useful the answer. That is why HubSpot sells the context itself as the product, not the model. In practice that means: the gain is not in switching on the AI, it is in tidying up your pipeline beforehand. The 3.6 times and 3.2 times figures come from HubSpot itself, and cover companies that already had their data in order. That is a comparison between tidy and messy records, not between using AI or not. If you sell those numbers to your management as a sure thing, you are promising something that depends on your own data work, not on the purchase.

Source

Background for subscribers

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