How We Are Using HubSpot’s AI Assistant

Although HubSpot's new AI Assistant is currently in beta, it can change the way your business operates. It aims to get rid of time-consuming tasks, content creation roadblocks, and all the little things that slow down your team. Some times this works out well sometimes it tasks some refining so you can test it out for yourself but this is how we are using it at the CRM Consulting agency:

1. Creating Sales and Marketing Content, Effortlessly

With just a few clicks, it can generate or refine your website pages, blog posts, CTAs, social media posts, marketing emails—basically all the content you need to get potential customers interested in what you’re offering at the top of the funnel.

You can use this AI to create outlines or write entire paragraphs on specific topics, giving your team a running start. It even creates variations of existing content. It doesn't always give you exactly what you are looking for but it gives you a great starting point.

2. Refining and Expanding Sales Emails

We know that crafting the perfect message can be a struggle, especially when you’ve got dozens—or even hundreds—of prospects to reach. But, you can generate personalized sales emails directly in Gmail through the HubSpot Sales Chrome extension or the HubSpot mobile app.

The AI Assi

stant helps you fine-tune your messaging, adapt your tone—whether it’s friendly, professional, or heartfelt—and make sure each email strikes the right chord with your audience. This is definitely helpful when responding to countless emails everyday and this feature works pretty well.

3. Streamlining Mid-Funnel Nurturing

As your leads move further down the funnel, you need to keep them engaged with meaningful interactions. With HubSpot’s AI Assistant, you can take existing content—whether it’s a blog post, knowledge base article, or email—and enhance it. Highlight a section of text and let the AI summarize, expand, or change the tone of your content with ease.

This feature is particularly useful when you’re juggling multiple leads at different stages of their journey. Whether you need to refine a blog post or generate social media content that aligns with your prospects' needs, HubSpot’s AI ensures your messaging remains consistent and relevant—automatically adjusting based on data and engagement patterns.

4. Boosting Efficiency with Automation in the Workflow

One of the most impressive aspects of the AI Assistant is how it integrates with your existing HubSpot workflows. Imagine setting up a sequence of automated emails and having the AI Assistant help you craft each message, ensuring that your communications are sharp, concise, and relevant.

This AI doesn’t just create content—it allows you to quickly modify content within your workflows. If you need to rewrite, expand, or summarize a message, you can do that on the fly. This is particularly helpful when you’re running complex marketing campaigns or managing a team that’s spread thin. By removing the manual labor from the equation, you free up valuable time and resources.

5. Continuous Improvement and Scalability

Now, let’s look at scalability. As your business grows, so too does the volume of content you need to produce. HubSpot’s AI Assistant allows your team to scale effortlessly. Whether you need more landing pages, blog posts, or personalized emails, this tool has you covered.

And keep in mind: as you use it more, it gets smarter, more efficient, and better suited to your unique style and goals. It’s an assistant that adapts to your team’s workflow, ensuring you’re always ahead of the curve.

6. Maintaining Brand Voice and Accuracy

Now, no AI is perfect. It’s essential to proofread and verify the AI-generated content before publishing. That’s true for maintaining your brand’s unique voice, ensuring accuracy, and avoiding any pitfalls with sensitive information. HubSpot has put security measures in place, but it’s up to you to make sure that every piece of content aligns with your brand’s standards.

That being said, this tool is a game-changer. By balancing AI-generated content with human oversight, you can push the limits of what’s possible without losing control of your brand’s narrative.

Final Thoughts:

HubSpot’s AI Assistant is still in Beta and we have used it successfully for some accounts and failed for others depending on the use case. It definitely gives your team the ability to move faster, stay more organized, and create meaningful interactions at every stage of the funnel. The set up can be the hardest part of using the tool and you may need to tweak it for a while before it starts to give you what you want, as is the base with most AI tools. I would say it's definitely a step in the right direction in terms of directly integrating AI into a CRM but there is still room for improvement. I suspect we will be seeing updates on the AI functionality once/if it gets released to all users.