HubSpot AI for B2B Marketing: ChatSpot, Content Assistant, Deep Research

If you're wondering, “How can I use AI in HubSpot to save time and make better decisions?”

HubSpot has a clear answer: Use it and find out. They've built — and are continually building out their AI capabilities — to do just that.

The tech powerhouse’s AI features, including ChatSpot, Content Assistant and the Deep Research Connector, can help you:

• Generate content quickly with built-in writing tools
• Get instant insights from CRM data without manual reports
• Identify audience segments and optimize targeting in real time

It’s not just about automation, though; It’s about combining your data, content and campaigns with artificial intelligence to deliver faster execution and smarter strategy.

ChatSpot: The AI Chat Interface for HubSpot CRM

Think of ChatSpot as a personal AI assistant for your HubSpot account. You type a plain-language question or command, and it delivers, pulling directly from your CRM.

Common use cases for ChatSpot:

• Draft personalized outreach emails based on lead data
• Create quick performance summaries or campaign comparisons
• Update contact records or deals without switching tabs
• Ask natural queries (Example: “Show me my top-performing campaigns by conversion rate”)

Why this matters for marketers and sales teams:

• Reduces reliance on analysts or complex reporting tools
• Makes CRM data accessible to non-technical users
• Speeds up decision-making with real-time answers

Also, if you’re exploring ways to combine ChatSpot with other AI tools for a full-funnel strategy, check out The AI Playbook for B2B Marketing, Content & Tech — it’s packed with real examples of AI in action for B2B teams.

Content Assistant: AI Writing and Editing Inside HubSpot

HubSpot’s Content Assistant is an AI writing tool built directly into blog, landing page and knowledge base editors. It uses generative AI to help marketers create and optimize copy without leaving the platform.

What you can create with Content Assistant:

• Blog titles, outlines and introductions
• Email nurture sequences and CTAs
• Social posts tailored for each channel

Benefits for busy marketing teams:

• Eliminates blank-page syndrome (RIP writer's block!)
• Accelerates repurposing of content across formats
• Frees up time for campaign strategy and creative direction

Deep Research Connector: Advanced Insights from Your HubSpot Data

The Deep Research Connector is the first native integration between HubSpot CRM and ChatGPT’s Deep Research. More than 75% of HubSpot customers already use ChatGPT — this feature connects AI directly to their CRM data for richer insights.

Examples of what you can ask:

• “Which audience segments had the highest lead-to-customer conversion last quarter?”
• “Find high-value cohorts and recommend targeted nurture sequences.”
• “Summarize key deal risks and opportunities from the past month.”

Marketers love it because it:

• Acts as an on-demand business analyst
• Surfaces trends and insights hidden in CRM records
• Links data analysis directly to HubSpot workflows and campaigns

(Note: It respects HubSpot’s permission settings and does not train ChatGPT on customer CRM data, per HubSpot's documentation.)

How HubSpot’s AI Features Drive Key Marketing Goals

What’s Next for AI in HubSpot

HubSpot is actively expanding its AI ecosystem. (Seriously, that Deep Research Connector we mentioned above JUST launched in June 2025, followed up by Anthropic’s Claude in July. They're updating their AI sales and marketing tools so often that the betas and product releases are flying by!)

This means that you can expect:

• Deeper AI integration across CRM, marketing, sales and service hubs
• Campaign optimization that adapts in real time to performance data
• AI recommendations powered by your own first-party CRM records

These enhancements will make HubSpot’s AI tools even more indispensable for B2B marketing teams looking to scale smarter.

Final Takeaway: Use HubSpot AI to Work Smarter

HubSpot’s AI features give marketing and sales teams the ability to work faster, make smarter decisions and personalize at scale. Whether you’re drafting content, uncovering insights in your CRM or refining audience targeting, these tools help you get more done in less time without sacrificing quality.

If you’re ready to bring these capabilities or need more HubSpot help into your day-to-day, contact us at Unreal Digital Group. We’ll work with you to design AI-powered HubSpot workflows and optimize campaigns so you get measurable results from your investment.