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Most agencies use AI the same way: Customers talk to humans, humans run it through AI, work comes out faster. Superside does the exact opposite—and it's why the biggest agencies on the planet are watching them.

Jen Rapp, Chief Customer Officer at Superside, calls it the agentic front end. Customers interact with AI first. The AI builds a context-rich brief from everything the client has ever done. Then the human takes it across the finish line. It sounds like a subtle distinction, but it isn't.

Superside has 750 people in 72 countries, a client roster they can barely talk about, and a subscription model that's making legacy creative agencies rethink their approach to revenue. Superside's story also isn't AI native: They were founded in 2015, but decided earlier than almost anyone that they had to rethink everything.

This is a special episode of Owning the Outcome—Superside sits outside of the HubSpot ecosystem—but essential listening for any partner leader thinking about what AI transformation actually requires.