AI-Powered HubSpot marketing: 15 ways to use AI and automation in HubSpot

Got HubSpot? You’re probably keen to explore how to leverage AI to seriously amplify your output and efficiency—without the overhead or burnout. This article shares ways you can use AI to 1,000x your marketing (and business) output!

Let’s face it—modern marketing is a beast. Between strategy, content creation, analytics, SEO, social media, email workflows, and reporting, marketers often feel like they need to be polymaths with unlimited hours in the day.

The good news? With the right tools and integrations, HubSpot becomes way more than just a CRM. It transforms into your co-strategist, content team, data analyst, and campaign manager—all rolled into one.

While HubSpot already includes a growing suite of built-in AI features, there’s also a vast ecosystem of apps, plugins, and automations ready to bolt on. Many are plug-and-play (especially if you're on Pro or Enterprise), and most bring at least a touch of automation or machine learning magic.

The possibilities are endless—what matters is identifying the business challenge (or opportunity) and applying the right combination of tools.

Here are just a few ideas to inspire you to make the most of the AI revolution, transform your business and marketing engine. 

We’ve broken the list down into four categories: brand & content governance, generative content, no-code automation, and virtual assistants.

Brand & content governance

1. On-brand knowledgebase & content control

If you’ve worked with our brand expert Anna to nail your value proposition and key messaging, you’ll want to keep it consistent everywhere. That’s where AI-powered brand governance comes in.

• Use tools like Writer.com, Notion AI, or a custom ChatGPT assistant to manage a living brand book.

• Integrated with HubSpot, these tools can review, approve, or flag content that strays off-brand before it’s published.

• Think of it as a proofreader, compliance officer, and brand cop—rolled into one.

Generative content

2. Content remixing and repurposing

Creating fresh content for every channel—from blog to TikTok—is like trying to clone yourself five times a week. But with the right AI tools connected to HubSpot, you can stretch one great idea across multiple platforms without snapping your sanity.

- Inside HubSpot: The Remix tools

HubSpot’s built-in content remix features let you:

• Instantly convert a blog into an email, SMS, or a LinkedIn post

• Add visuals with the AI Image Generator

• Draft and adapt content for multichannel publishing—all without leaving the editor

For example, you can write one core article, hit “remix,” and generate a newsletter version, social captions, or even a sales SMS—all of which can be scheduled and sent via HubSpot.

Beyond HubSpot: The AI-powered studio crew

If you want to take things even further, connect your content workflow to:

• Jasper for AI rewriting across tones and formats

• ContentFries to turn video interviews or webinars into bite-sized clips, quote cards, and reels

• SurferSEO to optimise each version for maximum organic reach

Want to go full multimedia? Use Castmagic or Descript to generate podcast transcripts, episode summaries, and audiograms—then publish via HubSpot’s CMS or use it in email drips.

3. Hyper-personalised email nurtures

Email remains one of the most powerful channels for B2B brands—but imagine if every message you sent was highly relevant to each recipient’s interests. HubSpot’s automation capabilities can be supercharged with tools like:

• Seventh Sense, which uses behavioural AI to optimise send times.

• ChatGPT, to craft tailored message variations based on customer segments, behaviours, or their stage in the buyer journey.

No-code automation

4. Smart user journeys & behavioural personalisation

Customised workflows aren’t new—but AI makes them feel magically intuitive. Tools like Mutiny or Segment help tailor what your users see in real time. Use AI to trigger HubSpot workflows based on micro-behaviours like scroll depth, chatbot inputs, or CRM signals.

5. Forum monitoring for lead intent

Want to know when someone’s talking about your industry on a forum or Reddit? Automation can help you be in the right thread at the right time.

• Use IFTTT or Zapier to monitor relevant discussions.

• Create HubSpot tasks or contact entries based on those triggers.

6. Smarter ads management

Manual ad monitoring is so last decade. Instead:

• Tools like Optmyzr and Revealbot use AI to improve performance and automate budget management.

• Sync campaign data into HubSpot to refine segmentation and lead scoring in real time.

7. AI-powered CRM cleanup

Your CRM is only as smart as the data inside it. That’s where AI swoops in.

• Tools like Dedupely and Insycle automatically clean duplicates and fix inconsistencies.

• ChatGPT workflows can identify irregularities and prompt corrections.

8. Predictive lead scoring that actually works

HubSpot’s built-in lead scoring tools are great:

• AI continuously updates scores based on buyer intent signals and historical conversions.

• MadKudu or Infer can also integrate to provide even more accurate prioritisation.

Virtual assistants

9. Breeze Copilot: your campaign co-conspirator

Breeze Copilot is an in-app AI companion within HubSpot that assists with various tasks across the platform. It can help with prospecting companies, generating content, and completing routine tasks, acting as a virtual assistant to support sales, marketing, and service goals.

10. ChatSpot.ai

ChatSpot.ai is HubSpot's AI assistant that integrates directly with the HubSpot CRM. It allows users to perform tasks such as adding contacts, creating reports, and drafting emails through a natural language chat interface. This tool is particularly useful for sales and marketing professionals looking to automate routine tasks and improve efficiency.

11. Smart marketing to-do lists

It’s not easy being a small marketing team. Enter AI-powered task management.

• Tools like Motion or custom GPT integrations generate and assign daily task lists.

• Automatically sync with your HubSpot project board or calendar.

12. Sales portals with built-in AI

Help your sales team sell better by building sales enablement tools (almost instantly) that help to accelerate, automate and convert prospects.

• Use Replit, Outsystems, or Webflow to create pricing calculators and proposal generators.

• Connect these portals directly into your HubSpot CRM and workflows.

13. Smarter AI chatbots

HubSpot offers two tiers of chatbot functionality—perfect for different stages of growth:

• Free chatbot builder: A no-code, rule-based chatbot that can qualify leads, book meetings, and answer FAQs. It’s simple, effective, and integrates with your CRM for basic personalisation.

• AI Customer Agent: A next-gen, AI-powered assistant that uses natural language processing to handle open-ended support queries. It learns from your knowledge base and delivers truly conversational support.

14. Sales call intelligence with AI

HubSpot’s AI tools are built to lighten the load for sales teams by automating admin, sharpening insights, and speeding up deal cycles. Features like AI-powered call summaries, smart follow-up suggestions, and CRM auto-logging mean reps spend less time on manual data entry and more time selling. Integrated meeting tools help with scheduling and prep, while lead scoring and intent signals surface the hottest prospects. For example, integrations include:

• Gong.io and Avoma record, transcribe, and analyse conversations.

• Auto-tag themes, objections, and deals—and sync it all into HubSpot.

15. Your own ChatGPT-enabled analyst

Want to understand campaign performance without wading through dashboards? Using tools like Zapier, you can connect HubSpot to ChatGPT to:

• Summarise CRM data in plain language

• Answer questions like “Which campaign delivered the lowest cost-per-lead last quarter?”

• Automatically send insights to Slack or your inbox

Think of it as a lightweight analyst—powered by AI, customised by you.

Final thoughts

These tools aren’t just bells and whistles. They’re powerful accelerators that can transform how you market, sell, and grow using HubSpot.

Want to get started? Contact us hello@elcap.agency.