PeakSpot 2026
Between AI Hype, Real-World Experiences, and the Search for Guidance

How can companies keep track of the rapid developments in AI and make the right decisions? That’s exactly what we discussed on October 1 and 2 at the PeakSpot – konzepthaus HubSpot Summit 2026 in Sonthofen. Two days packed with real-world examples from HubSpot projects, new perspectives, candid insights, and personal connections.

AI as an Expedition into the Unknown

The possibilities offered by artificial intelligence are growing rapidly. At the same time, many companies are asking themselves: Where do we start? What really makes a difference? And how do we keep pace with developments without chasing every new trend?

Matthias “Hauni” Haunholder demonstrated just how apt our comparison to an expedition into the unknown is. The freerider and adventurer took us to some of the most remote places in the world with impressive images and stories. His experiences made it clear what matters when there’s no set route: preparation, courage, the right team, and the ability to react to the unexpected.

This insight also applies to how we approach AI: Not every company starts with the same conditions or needs to move forward at the same pace. The key is to find your own path and have the courage to follow it.

More AI Does Not Automatically Mean More Value

Jens Leucke of HubSpot highlighted the size of the gap between AI adoption and actual value in his presentation: 90 percent of companies already use AI, yet only 6 percent are experiencing a true transformation as a result.

What’s interesting here is that the most popular AI use cases are by no means always the ones that create the greatest value. While, for example, content creation or email generation is widespread, less popular applications—such as prioritizing the sales pipeline or analyzing customer feedback—often have a significantly greater impact.

So the key isn’t to use as many AI tools as possible, but to identify the right use cases. This requires the right context: reliable data, clear processes, and an understanding of your own customers and business goals. We also explored why more AI doesn’t automatically mean greater impact in our blog post on HubSpot UNBOUND 2026.

The “AI—From Hype to Reality” fireside chat also focused on where AI is already delivering real value, the challenges companies are facing, and the role HubSpot can play as a central CRM, data, and process platform. We showcase the new opportunities HubSpot creates in this regard in our post on the HubSpot Case Spotlights 2026.

HubSpot in Practice: Three Companies, Three Approaches—and Plenty of Inspiration

The case studies from GEFRO, höfats, and simple system demonstrated just how differently HubSpot can be implemented and further developed in practice. The three companies provided candid insights into their HubSpot projects, individual requirements, solutions, and experiences from implementation.

It was precisely these diverse perspectives that made the presentations so valuable. Even though solutions can’t simply be applied to every company, they provide new ideas, highlight previously untapped opportunities, and encourage attendees to view their own processes and existing HubSpot setup from a different angle.

Together with the breakout sessions and the hands-on workshop on AI use cases in HubSpot, this generated many concrete ideas for applying these concepts to everyday business operations. This was also reflected in the participant feedback: the customer case studies and the hands-on workshop, in particular, were among the most frequently mentioned highlights.

What remains? Courage, exchange, and our own path

The many open discussions were particularly valuable to us. After all, PeakSpot wasn’t just about imparting knowledge, but about sharing experiences, learning from one another, and developing new perspectives together.

Our participants’ feedback shows that we succeeded in doing just that: Many are taking away not only new ideas and concrete insights for their own HubSpot and AI projects, but also the motivation to tackle them right away. And that’s exactly what PeakSpot is all about: inspiration that sets things in motion even after the event is over.

Our takeaway after two days of PeakSpot: AI has long been part of our working world and will continue to be a part of it in the future. But we shouldn’t let the speed of these developments drive us crazy. Every company has different circumstances, goals, and challenges and should therefore find its own pace. What’s important is to explore the possibilities, try new things, learn from mistakes, and not lose sight of your own goals in the process.

This is precisely where we see our role as digital guides: We help companies understand their current situation, identify the right opportunities within HubSpot and beyond, and find a suitable path for the further development of data, processes, and AI. From strategy to concrete implementation, we accompany them on this journey.

Would you like to find out what potential lies within your HubSpot setup, how you can meaningfully integrate AI into your processes, or what the next logical steps are for your company? Then let’s take a look at your challenges and ideas together. Schedule a no-obligation consultation with us.

Thank you to everyone who attended PeakSpot 2026, shared their experiences, and helped shape these two days!