We're at UNBOUND 2026. Here's what we're watching.

Radish has officially kicked off UNBOUND 2026 with Partner Day in Boston. We've already heard plenty of things we can't talk about yet. So this post covers what we can share: what UNBOUND is, why we're here, and the questions we're bringing back to our clients.

INBOUND is now UNBOUND

If the name looks familiar but not quite right, you're not imagining it. HubSpot's flagship conference has a new name. In HubSpot's words: "After fifteen years as HubSpot's flagship event, INBOUND is now UNBOUND. INBOUND laid the foundation. UNBOUND reflects how growth works today."

UNBOUND 2026 runs September 16–18 in Boston, and it's sold out. HubSpot built this year's event for go-to-market leaders, with a focus on "connected systems, AI-driven execution, and unified teams across the entire customer experience."

Here's how we read the new name. "Inbound" described a funnel where buyers found your content and came to you. That still happens, but it's no longer the whole picture. Buyers now get answers from AI search before they ever reach your site. Agents handle work that used to need a person. Marketing, sales and service teams share one set of customer data, or at least they should. "Unbound" fits a way of growing that doesn't stay inside one channel or one team.

Partner Day: where our week starts

Before the main event opens, HubSpot partners get a day of their own. For us, it's the most useful day of the week. It's where we hear what's coming, ask the pointed questions our clients ask us, and figure out what will actually change how we work.

Some of what we heard isn't public yet. When it is, we'll break down what it means for you in plain language.

What we're watching this week

The agenda lists 200+ sessions. These are the themes we care about most, because they're the ones our clients keep asking us about.

1. Winning visibility in AI search A session called Winning AI Search: Close the Gaps That Cost You Customers speaks directly to the question we hear most right now: "Why doesn't ChatGPT mention us?" Ranking on Google is still important, but it isn't enough anymore. We're looking for practical ways to measure and improve how brands show up in AI-generated answers, and how that ties back to pipeline.

2. Agents across the customer journey Agent Hub: Put Agents to Work Across Your Customer Journey covers agents in marketing, sales and service. We're interested in the unglamorous details. Which tasks can an agent reliably own today? Which still need a human to review? What does good setup look like, so an agent doesn't just repeat a bad process faster?

3. Marketing as a system Sessions like The 5-Layer Marketing System and Build an AI-Driven GTM Engine fit how we already work. At Radish, we sell outcomes, not services. That only works when your ads, SEO, content, email and CRM work as one system instead of five separate line items. We want to see how other teams are structuring this, and where HubSpot is heading to support it.

4. Measurement that holds up The more platforms automate, the more your results depend on the data you give them. We've seen it firsthand with Google's move to AI Max (here's our breakdown). Whatever launches this week, our first question will be the same: can you trust the numbers it optimizes toward?

On the main stage

HubSpot CEO Yamini Rangan opens the event alongside Duncan Lennox and Jon Dick. The keynote lineup reaches well beyond marketing: Tom Brady, Cynthia Erivo, Mel Robbins, astronaut Suni Williams, Aziz Ansari, and Zoom CMO Kimberly Storin.

It's a mix of inspiration and operating advice, and we're here for both.

What happens after Boston

Conference weeks are full of big announcements. Our job is to filter them. For everything we see this week, we'll ask three questions:

• Is it shipping, or is it a roadmap slide?
• Who is it actually for? A feature built for enterprise teams may be the wrong priority for a lean one.
• What does it change for our clients? If the answer is "nothing yet," we'll say so.

Keep an eye on our LinkedIn for videos and updates throughout the rest of the week. We'll follow up with a full recap once the dust settles and the news is public.