HubSpot AI tools are a suite of Generative AI features integrated natively into the CRM to automate content creation and data analysis. Powered by OpenAI, the suite includes the Content Assistant for drafting blogs and emails, the Campaign Assistant for generating landing pages, and ChatSpot, a conversational CRM bot used for prospecting and reporting. These tools accelerate operational workflows while maintaining a secure, unified database.
The HubSpot Content Assistant is a Generative AI tool integrated directly into the Marketing Hub, Sales Hub, and HubSpot Content Hub. Accessible via a lightning bolt icon within the rich text editor, this tool enables users to generate new ideas or refine existing copy without leaving the platform. For marketers, it rapidly generates blog post topics, SEO-friendly meta descriptions, and social media captions based on simple text prompts. For sales and service teams, it functions within the conversations inbox and sales email editor to draft, shorten, expand, or adjust the tone of client communications. This native integration eliminates the need to switch between the CRM and external AI writing tools, significantly accelerating content production workflows.
The Campaign Assistant is a specialised AI tool designed to drastically reduce the time required to build integrated marketing assets. When launching a new promotion, marketers traditionally spend hours drafting separate copy for landing pages, marketing emails, and social advertisements. The Campaign Assistant centralises this process. By inputting a single description of the campaign objectives, key messages, desired call-to-action (CTA), and brand tone, the AI generates the complete copy for a landing page and publishes it with one click. From that exact same prompt, it simultaneously generates corresponding Google Search Ads, Facebook Ads, and marketing emails, ensuring absolute messaging consistency across the entire campaign.
ChatSpot is a conversational AI tool designed specifically to assist with business sales and marketing goals. Powered by OpenAI’s ChatGPT and Dall-E, ChatSpot operates as a virtual assistant connected directly to your HubSpot portal. Beyond simply generating written content or images, ChatSpot excels at CRM administration and prospecting. Users can type conversational commands to retrieve detailed firmographic data about companies, analyse website SEO competitors, or summarise podcast statistics. More importantly, users can command ChatSpot to create, assign, or update Contacts, Companies, Deals, and Tickets within the CRM automatically, bypassing manual data entry and streamlining daily Revenue Operations (RevOps).
To access these tools, portal administrators must explicitly opt into the AI Assistant public betas. In your HubSpot account, navigate to the main settings icon, select "AI Assistants" in the left sidebar menu, and read through the terms of use. You must tick the respective checkboxes to enable "Content prompts" for generative writing and "Customer analysis" for processing data within the conversations inbox. Because these features process proprietary business information through external Large Language Models (LLMs), Struto highly recommends reviewing OpenAI’s Usage Policies and Data Sharing guidelines with your IT and legal departments to ensure compliance with your internal data security standards before activation.
While AI drastically improves efficiency, the output is not perfect and requires human oversight. The large language models powering these assistants default to American spelling and can occasionally produce inconsistent results when processing non-English languages or highly technical jargon. Therefore, it is critical to proofread all generated text to ensure it adheres to UK English standards and accurately reflects your brand's unique tone of voice. Furthermore, users must verify the accuracy of any statistics or facts produced by the AI to prevent publishing misleading information. Balancing rapid AI generation with careful human editing is the key to maintaining brand authority.
The integration of AI into daily workflows represents a fundamental shift in business operations. Ryan Waters, Strategist and Solution Architect at Struto, observes: "Applying AI to streamline processes and automate repetitive tasks allows us to focus on strategic, value-added work. AI is currently akin to early 2000s sat-navs; they get you 90 percent of the way to your destination, but it is crucial to challenge the output to ensure you reach the intended location." Looking forward, AI will evolve beyond generic content creation. It will be trained specifically on a company's internal knowledge base and website data, enabling businesses to control the narrative securely and provide highly accurate, automated responses based exclusively on proprietary data.
Yes. The core AI tools, including the Content Assistant, Campaign Assistant, and ChatSpot, are currently available in Public Beta to all HubSpot users, including those on the Free tier.
While the Content Assistant focuses on generating text, ChatSpot can provide basic structural guidance. However, building custom modules or complex website architectures requires certified HubSpot developers.
HubSpot has security measures in place to protect data sent to OpenAI. However, businesses must manually toggle on features that analyse customer data (like the conversations inbox) and should review their own privacy policies before doing so.
Prompt engineering is the practice of designing and refining the text instructions fed into an AI tool (like ChatSpot) to ensure the system generates the most accurate, relevant, and highly specific output possible.
Navigating the rapid advancements in artificial intelligence requires strategic guidance to ensure your technology stack remains secure and effective. Get in touch with us today to discover how Struto can provide full training on the setup and utilisation of HubSpot AI tools, helping you automate your operations efficiently.