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HubSpot isn’t just using AI, it’s being rebuilt around it.
It’s no longer a gimmick or a bolt-on. AI is fundamentally changing how HubSpot users manage customers, generate leads, and create content. HubSpot’s not playing; they’re investing heavily in this and rolling out new features incredibly quickly.
And considering that 61.4% of marketers use AI in their workflows, it’s no wonder that it’s become such a keen focus for HubSpot. We expect that figure to rise sharply as HubSpot and other CRMs start to embed AI tools more deeply into their platforms.
If your business is already using HubSpot (or thinking about it), AI isn’t a “nice-to-have” anymore. It presents you with opportunities to:
- Eliminate time-consuming admin
- Get smarter, faster insights
- Automate routine work so your team can focus on higher-value tasks
So, to help you get started, let’s look at what AI in HubSpot actually does, how it works, and why you should care.
Native AI in HubSpot – what’s new and why does it matter to you?
A CRM is only ever as good as the data you plug into it, and you’re probably already aware of how tedious it is keeping that data clean, organised, and usable.
Fortunately, AI changes this, reducing manual data entry, spotting and solving issues faster, launching campaigns in less time, and helping you glean deeper insights about customers.
And no, it’s not replacing your teams, it’s freeing them up to focus on more high-value work. Here’s a breakdown of the four most prominent AI tools HubSpot’s already rolled out:
HubSpot Copilot
Copilot is a conversational assistant that sits inside HubSpot. It’s designed to understand your data and lets you interact with it naturally – think of it as an additional, always-on team member who just so happens to know everything about your CRM.
Instead of searching through records or menus, you simply tell Copilot what you need. Using it is as simple as asking:
- “Show me a summary of this deal.”
- “Create a task to follow up next week.”
- “Update me on our top 10 opportunities?”
It allows you to:
- Update records without navigating multiple menus
- Get instant summaries of deals, emails, calls, and notes
- Draft sales emails or blog posts from a simple prompt
It’s really impressive, to be honest. It helps you get things done with fewer clicks, in less time. We use it both in house and for our HubSpot clients.
AI website & blog builders
If your marketing team struggles to keep up with content demands, HubSpot’s AI website and blog tools can help you generate usable drafts in seconds.
Just feed it a short prompt, and it will spin up a blog, webpage, or landing page draft right inside your CMS, ready to refine and publish.
Is it perfect? Not yet; detailed, refined prompting is very important, but it’s a great way for marketing teams to get the ball rolling, or to test new landing page/product page ideas. Will having dedicated content professionals/website experts in your corner help? Of course. But HubSpot’s AI content builders are a fantastic starting point for smaller teams with limited resources.
Campaign assistant & ad tools
Running a multi-channel campaign, that’s email, social, paid ads, etc, normally takes days of writing, tweaking, and approvals.
That’s where HubSpot’s Campaign Assistant comes in. It lets you generate cross-channel campaign content in a matter of clicks. You tell it what the campaign is about, what you’re trying to achieve, and it generates draft copy across all your chosen touchpoints.
In just a few clicks, you can:
- Generate headlines, body copy, CTAs, and social posts in a few clicks
- Ensure message consistency across every channel
- Get to market faster, with less back-and-forth
Now, again, we cannot stress enough the importance of human oversight. HubSpot’s AI is still fairly new, and it is prone to making mistakes, as is any AI. Check any content that AI produces for your campaign, including stats, claims, social posts, and messaging.
NEVER put something live without checking it. This is a recipe for disaster. AI is a useful tool, but you would never expect a hammer to drive the nail into the wall on its own, would you?
AI is the same – it’s only as good as its operator.
AI for ops & automation
Last, but by no means least, is HubSpot’s AI tools for operations and admin.
If your CRM is full of duplicates, inconsistent properties, vague notes, and “I’m sure I’ve saved it somewhere”, you’re not alone. This is why HubSpot’s AI Ops tools are so exciting. They help you:
- Automatically detect and suggest merges for duplicate records
- Clean up messy property values with smart suggestions
- Summarise long contact records into digestible highlights
We’ve (almost) entirely moved away from spreadsheets thanks to this. It’s a great tool for keeping your data clean and functional, working for you, not against you.
HubSpot’s integrations with ChatGPT & Deep Research
All of the above lives inside HubSpot. But if you want to take things a step further, you can plug HubSpot into OpenAI’s Deep Research plugin for ChatGPT.
This integration is currently exclusive to HubSpot, demonstrating their ongoing commitment to developing AI tools. It unlocks some seriously powerful stuff. Imagine being able to ask natural-language questions like:
- “Which of our contacts have gone cold in the last 90 days?”
- “What’s the most common reason deals are being lost?”
- “Who’s our top-performing sales rep for upselling?”
ChatGPT will search your CRM data, summarise the answers, and even suggest actions, be that updating lifecycle stages or triggering a follow-up email.
It does all this without needing to export data or build complicated dashboards. You just ask it what you want and it just…does it. It’s really quite impressive.
Again, this isn’t about replacing human insight; it’s about expediting the process and allowing your people to focus on real value-add work, rather than jumping through technical hoops.
See HubSpot’s AI in action
One of our clients (who would prefer to remain anonymous) was experiencing difficulties with some of their workflows due to historical errors in how they were set up.
Conflicting triggers were resulting in some new contacts entering multiple workflows and being spammed with emails. Obviously, this was very bad news.
Usually, a full review of over 100 workflows would take a considerable amount of time; however, the integration with ChatGPT means that we could use AI to conduct a thorough audit of the entire HubSpot portal in a matter of minutes.
This not only saved us a significant amount of time (and client budget), but it also enabled us to make the changes ASAP, ensuring that the issue was resolved quickly and that the client could continue their email marketing efforts.
Is HubSpot’s AI a good fit for your business?
If you’re already using HubSpot, much of this AI functionality is either available now or rolling out soon. And if you’re not using HubSpot yet, this is one of the strongest cases yet for making the switch.
Almost any business can and will benefit from using HubSpot’s AI tools to streamline their day-to-day sales, marketing, and operations processes.
It’s not just making HubSpot more powerful, it’s also making it more accessible and easier to use. AI takes the heavy lifting out of your HubSpot workload, helping your team:
- Move faster
- Spot problems sooner
- Spend more time doing work that actually drives growth
If you couldn’t tell, we’re a big fan. As a marketing agency, HubSpot’s AI tools are freeing our people up to be more creative, to worry less about the tedious jobs, and focus more on helping our clients to drive more leads and to ultimately grow.
We’ve spent the last few months getting stuck in with HubSpot’s AI, ensuring that we’re getting the most out of it at Catalyst. We’re now sharing this knowledge with our clients, ensuring that they’re seeing the same value that we are.
Interested in learning more? Book a no-obligation chat with our HubSpot specialists. It’ll take 30 mins or so, there’s no sales pitch, and you’ve got nothing to lose. Whether you’re an existing HubSpot customer or you’re looking to make the switch, this is a great place to start.
Let’s talk about HubSpot’s AI together
