The Rise of AI Inside HubSpot: What’s New?
Over the past year, HubSpot has doubled down on AI to supercharge marketing, sales, and service automation. The recent wave of updates includes AI-powered content assistants, smart email suggestions, lead scoring tools, and chatbot enhancements. On Reddit and other community forums, marketers and HubSpot users have been buzzing about these features—some impressed, others skeptical, and many somewhere in between.
This article takes a closer look at real feedback, use cases, and concerns from HubSpot users about the platform’s new AI capabilities.
Feature Spotlight: AI Content Assistant
One of the most widely discussed tools is the AI Content Assistant, designed to help marketers write emails, blog posts, and landing page copy directly within HubSpot.
What Users Like:
✅ Speed & Convenience: Users report that the AI assistant is great for breaking writer’s block and speeding up content creation.
“Honestly, it’s like having a junior copywriter on call. It helps me crank out emails faster, then I go in and tweak for tone.”
✅ Integrated Workflow: Because the AI is built directly into the HubSpot editor, it fits seamlessly into the marketing workflow.
“I’ve used ChatGPT, but having AI right inside HubSpot while I’m building a campaign saves me context-switching time.”
What Needs Improvement:
❌ Tone & Brand Alignment: Several users note that while the tool is helpful for drafting, the voice can feel generic or off-brand.
“It’s good for structure, but I can’t publish anything straight from the AI. It always needs heavy editing.”
❌ Over-Reliance Risk: Some marketers worry about teams leaning too heavily on AI and losing their creative edge.
“I worry that junior marketers will stop learning how to write compelling copy if they rely on AI too much.”
AI for Sales: Smart Lead Scoring & Predictive Insights
In the sales arena, HubSpot’s AI features now include smarter lead scoring based on historical conversion data and behavioral signals.
The Good:
✅ Time-Saving Automation: Sales teams appreciate not having to manually assign scores.
“The AI scoring helped us find patterns we weren’t even thinking about—like time on site being a stronger signal than number of emails opened.”
✅ Improved Prioritization: Reps can better focus on leads that are more likely to close.
“My team’s follow-up rates improved because the scoring felt more accurate than our old manual model.”
The Challenges:
❌ Lack of Transparency: Some Redditors feel the model is a bit of a black box.
“It told me a lead was ‘hot’ but didn’t explain why. I want more insight into the logic.”
❌ Works Best at Scale: For smaller companies with limited data, the AI sometimes fails to deliver meaningful insights.
“We’re only tracking a few hundred leads per month, so the AI model isn’t super accurate yet.”
AI Chatbots and Service Automation
Customer service teams are exploring HubSpot’s AI-driven chatbot enhancements and knowledge base suggestions.
What’s Working:
✅ Faster First Response: Bots can resolve FAQs and common tickets more quickly.
“We deflected about 15% of our inbound tickets just by routing simple questions to the AI bot.”
✅ Smart Knowledge Suggestions: The system can suggest help articles during ticket creation.
“It’s cut our support team’s workload by surfacing help docs before customers even submit a ticket.”
Limitations:
❌ Still Needs Human Backup: AI bots aren’t perfect at handling nuanced or emotional requests.
“You can’t just let the bot run wild. You still need to monitor and jump in for more complex issues.”
❌ Customization Gaps: Some users wish they could fine-tune the bot’s responses and personality more deeply.
“It’s functional, but we want it to sound more like us—not just a generic AI assistant.”
Real Redditor Advice: Getting the Most from HubSpot AI
Reddit’s HubSpot and r/marketing communities have been generous in sharing tips:
1. Always Edit AI Output:
“Treat AI content as a first draft, not a finished product. The best results come when you fine-tune it.”
2. Use AI to Scale, Not Replace:
“We use the AI to brainstorm and draft, but real strategy still comes from our team.”
3. Layer Human + AI for Best Results:
“Use AI for quantity. Use human input for quality.”
4. A/B Test Everything:
“Some AI email subject lines crushed it. Others tanked. Test and learn what actually works for your audience.”
Final Verdict: Is HubSpot’s AI Worth It?
The consensus? HubSpot’s AI tools are a promising addition—but they’re not a silver bullet. For teams that understand how to blend human creativity with machine efficiency, the tools offer a measurable productivity boost.
However, users still want:
- More control over tone and output
- Transparency in AI decision-making (especially in scoring)
- Smarter bot behavior with deeper customization
As one user put it:
“HubSpot’s AI is like a smart intern. Helpful, fast, but it still needs guidance.”
If you’re tired of losing leads and missing out on sales, it’s time to take control. Sign up for HubSpot’s Free CRM today and start turning more leads into customers!
