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4 Ways to Unlock HubSpot’s AI Tools for Marketing Excellence

Explore the full potential of AI in HubSpot's Marketing Hub with expert insights

June 6, 2024

By Paul Schmidt

Before "artificial intelligence" became the trending topic of 2023, HubSpot was already leading the charge in its adoption. Over the years, HubSpot has utilized AI tools for marketing through smart content, facilitate lead scoring, and enhance data enrichment behind the scenes.

With the emergence of advanced AI models such as Open AI and Gemini, HubSpot has further solidified its position as an innovator in the field, blazing a trail that keeps it ahead of the competition.

The outcome? HubSpot offers a robust CRM equipped with AI tools for marketing and AI-powered capabilities that can revolutionize your processes, both internally and externally. Whether you're focused on maintaining data integrity or refining the tone and accuracy of your content, HubSpot's CRM incorporates AI-powered tools that cater to businesses of all sizes, from startups to enterprises.

Diving into HubSpot's AI Ecosystem Distinction

What sets HubSpot's AI-powered tools apart from the rest? To begin with, HubSpot seamlessly integrates its AI marketing tools within the platform.

Unlike standalone AI tools for marketing that require cumbersome customization to align with specific business applications, HubSpot's AI assistants are intricately designed to function harmoniously with other HubSpot tools, offering a comprehensive solution that addresses a myriad of tasks and operations.

Regardless of your company's scale, HubSpot ensures there's something tailored for you. Enriched by HubSpot's extensive data, these AI tools are dedicated to streamlining marketing, sales, and service operations with personalized solutions.

So, what can you achieve with HubSpot's AI-powered tools? Here's a glimpse:

  • Reclaim your time: Focus on what truly matters, whether it’s strategic planning, unleashing creativity, or nurturing client relationships.
  • Drive more wins: Leveraging HubSpot's extensive array of tools translates to more significant outcomes.
  • Build authentic customer relationships: Enhance customer experiences, streamline processes, and provide personalized engagement across various touchpoints.

Level up your HubSpot game with AI. SmartBug's AI HubSpot Training Workshop


Make Data-Based Decisions with Peace of Mind

Complete, accurate, and relevant data is essential. From reducing email bounce rates to enhancing personalization efforts, clean data empowers you to refine your marketing strategies with precision.

Moreover, good data provides the confidence to automate processes—you know that each communication is reaching its intended recipient at the right time. Prioritizing clean data ensures that your decisions are grounded in accuracy and insight, fostering a foundation of success for your company's endeavors.

Fortunately, HubSpot makes it easy to keep your data hygiene sparkling clean in a multitude of ways:

Predictive Analytics

HubSpot's AI doesn't just analyze data—it uncovers insights. By delving into past data, it extracts patterns, trends, and future possibilities, empowering you to make confident, well-informed decisions. Whether it's predicting sales trajectories or anticipating customer attrition, HubSpot's AI provides invaluable foresight, guiding strategic initiatives and fostering growth.


Removal of Duplicate Contacts

HubSpot empowers users to make informed, data-driven decisions by acting as a digital sleuth within your database. By detecting duplicate contacts and flagging potential discrepancies, HubSpot ensures data integrity, making the management of data hygiene significantly more straightforward for users.

Manage duplicate records in HS

Adaptive Testing

Remember how HubSpot was using AI before it was cool? One of the ways it did this was through A/B testing. But let's be honest, A/B testing comes with flaws. It's a bit of a manual process, and it means half of your audience might miss out on the winning version, potentially hurting conversion rates.

Enter adaptive testing, which in HubSpot is like A/B testing on steroids. It's smarter, faster, and more efficient. By tapping into machine learning and AI, HubSpot's adaptive testing explores new possibilities and optimizes decision-making based on real-time data. You can test multiple variations simultaneously, with traffic allocation automatically adjusting based on performance over time.

The result? Automation, quicker insights, better conversion rates, and the ability to test multiple variations at once.

So instead of scratching your head over comparisons, let HubSpot's adaptive testing do the heavy lifting. Sit back, relax, and trust that your audience is getting the best experience possible—at just the right time.

Adaptative testing

Inspire Connection with Your Customers

“Authentic” was the word of the year for 2023, and there’s no better way to be more authentic as a company than to craft tailored experiences for your ideal customers. Let’s look at the ways HubSpot allows you to do so:


HubSpot's AI content capabilities empower marketers to craft personalized content that speaks directly to individual preferences and behaviors. This includes producing bespoke, top-tier content across multiple platforms such as blog articles, social media posts, and email campaigns using tools like Content Assistant and Content Remix. (More on those in a moment!)

The result? Enhanced engagement and conversion rates that drive business success.

Chatbots for Real-Time Customer Interactions

AI-driven chatbots enable businesses to deliver immediate support, address frequently asked questions, and interact with customers in real time. These chatbots elevate customer service by delivering tailored responses and efficiently resolving inquiries, ultimately enhancing the overall customer experience.

Chatbots aren’t the only application of AI you can use to create a personalized experience—far from it. HubSpot has been steadily releasing a full suite of AI-powered tools you can leverage, including:

  • A brand voice tool that allows you to input information related to your brand’s tone and style. The AI assistant uses this information to draft emails, blogs, and social posts that consistently reflect your brand’s unique voice, ensuring coherent and personalized communication.

HubSpot AI brand voice

  • An AI image generator that can help you generate images for blogs, emails, and social posts directly within HubSpot. This feature eliminates the need to switch between different tools, streamlining your content creation process and enhancing visual consistency across your marketing channels.


  • Automatic content translations can replace the need for separate translation services. While validation through a native speaker is recommended, this tool significantly simplifies the multilingual content creation process.

HS AI content translation tool

  • Content Remix is a streamlined way to repurpose your portal’s blog posts, landing pages, and website pages into various marketing assets. This AI tool helps you create images, social posts, SMS messages, and ads that enhance the versatility of your content.


Overall, HubSpot's AI tools utilize personalization to enhance customer interactions, streamline tasks, customize content creation, and elevate overall customer experiences through targeted messaging and engagement strategies.

Get Efficient with Content Assistant

The introduction of generative AI with content assistant further distinguishes HubSpot from its competitors. Gone are the days of toggling between tabs to input prompts into ChatGPT and then returning to your document—it's all seamlessly integrated within HubSpot.

This saves you countless steps and valuable time. Whether you're in marketing, sales, or any other department, content assistant offers solutions to help you excel.

For marketers, content AI provides a plethora of functionalities, including:

  • Generating blog topic ideas.
  • Creating blog outlines.
  • Rewriting, summarizing, or adjusting the tone of copy.
  • Improving marketing email content.
  • Crafting compelling landing page headlines and content.
  • Utilizing the SEO writing tool for enhanced search engine optimization.



Sales professionals can leverage content AI for:

  • Drafting introductory sales emails to engage prospects.
  • Crafting follow-up emails to nurture leads.
  • Creating cold emails to initiate contact with potential clients.

Service representatives can benefit from content AI by:

  • Drafting informative knowledge base articles to assist customers.
  • Sending follow-up emails to address customer queries and concerns efficiently.

By catering to the specific needs of each role, content assistant enhances productivity, efficiency, and effectiveness across various departments within an organization, ultimately driving growth.

The Future of AI: Staying Ahead of the Curve

AI is happening now, with advancements occurring daily in its modernization and global implementation. One of the reasons why SmartBug Media proudly partners with HubSpot as an Elite Partner is because HubSpot remains at the forefront of technology, continuously modernizing its platform.

If we were to forecast what lies ahead, here are some anticipated features in the realm of marketing AI:

  • Hyper-personalization: Going beyond basic customer segmentation, AI will enable the delivery of highly customized content and experiences tailored to each individual customer's preferences and needs.
  • Deeper predictive analytics: Predictive analytics will become increasingly vital in marketing strategies, allowing businesses to foresee customer behavior, predict trends, and make informed decisions based on data.
  • Enhanced chatbots: Chatbots will evolve to incorporate advanced capabilities such as natural language processing (NLP) and machine learning, enabling them to provide personalized recommendations, schedule appointments, and enrich customer interactions.
  • Advanced workflow automation: More intricate automation workflows will not only improve customer engagement and user experience but also drive productivity and overall business performance.

HubSpot is actively evolving and adapting to these changes. If you're looking to stay ahead of the curve and establish a strong foundation of AI knowledge to leverage HubSpot's tools for your company's success, partnering with SmartBug could be the key.

Discover how we can help you save time, enhance efficiency, and ultimately increase ROI undersanding HubSpot's AI tools for marketing by signing up for one of our AI training workshops today.


Explore the full potential of HubSpot AI in Marketing Hub with expert tips on balancing automation and creativity for success.

Harnessing AI in HubSpot’s Marketing Hub

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Topics: HubSpot, artificial intelligence, AI