Joe and Robert dig into Anthropic's launch of Mythos and Project Glasswing and ask the bigger question: is this the moment marketers need to wake up to the fact that AI is not just a tool shift, but a business model shift? Joe argues this may be AI's Napster moment, the point where the future is suddenly visible and the old rules no longer apply.

They also discuss the attack on Sam Altman's house and what it says about the growing anti-AI backlash. As fear, frustration, and economic anxiety build, what does the AI industry need to understand before resistance gets louder and more dangerous?

Finally, HubSpot makes headlines with its media acquisition, but the bigger conversation is the company's decision to rename its flagship event from Inbound to Unbound. Joe and Robert both believe the move is a mistake and break down why consistency, memory, and brand equity matter more than clever repositioning.

In this episode:

Anthropic launches Mythos and Project Glasswing
Why Joe calls this the Napster moment for AI
What marketers need to do now as the model changes
The Sam Altman attacks and the rise of anti-AI anger
What AI companies are missing about public frustration
HubSpot's media move
Why changing Inbound to Unbound may be a branding error
The value of consistency in event strategy

Winners and Losers/Rants and Raves

Joe's Winner: A gas station that turned into a speakeasy
Joe's Rave: The Pittsburgh Post-Gazette
Robert's Loser: DoorDash
Robert's Commentary: The four categories of AI perception (inspired from this article)

Closing Thought: The old marketing playbook is getting shaky fast. The question is no longer whether AI will change the rules. The question is whether marketers are willing to admit the rules have already changed.

Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.

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Get all the show notes: https://www.thisoldmarketing.com/

Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/.

Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork