HubSpot’s new AI features - ChatSpot and Content Assistant

HubSpot’s new AI features - ChatSpot and Content Assistant

Artificial intelligence (AI)  is one of the hottest topics in the marketing industry right now. And as usual, HubSpot is leading the way when it comes to bringing the latest developments to its customers.

Conversations around the significant potential of AI - and the implications for marketers - have ramped up significantly since the launch of ChatGPT in November 2022. And for good reason. ChatGPT’s ability to generate a wide range of content, from blog posts to ebooks and everything in between, based purely on a short conversation about the user’s requirements is unprecedented.

For stretched marketing teams, it’s a highly useful tool that can be used to create content in minutes. It’s no replacement for talented copywriters, however, as ChatGPT has been shown to argue points that are factually incorrect and include biases that result in copy that discriminates against gender, race, and minority groups. This means that any content generated by ChatGPT should be proofread and verified by copywriters and/or subject matter experts.

The experts at HubSpot were among the first to recognise the huge potential of ChatGPT, and they quickly set about working to bring similar capabilities to HubSpot. The result? Two innovative new HubSpot features - ChatSpot and Content Assistant. Both are designed to make the world’s most intuitive CRM even easier to use.

In this blog, we’ll explain how these two powerful tools can help you to get even more value out of HubSpot, including:

  • What is ChatSpot?
  • How businesses can benefit from ChatSpot
  • What is Content Assistant?
  • How businesses can benefit from Content Assistant   

What is ChatSpot?

Think of ChatSpot as a ‘virtual assistant’ for HubSpot. It utilises Chat UX - the ability to put a natural language chat interface on software - to enable you to ask questions of HubSpot in conversational language and receive an intelligent response. 

Because HubSpot has harnessed the power of ChatGPT, HubSpot CRM, DALL-E 2, and Google Docs within ChatSpot, you should find that it provides you with highly accurate answers, even though the tool is currently still in the alpha testing phase. 

Here’s what HubSpot’s EVP of Product, Andy Pitre, said about ChatSpot:

“Advances in AI also have the potential to change the way people use and interact with software. We’re excited to launch to experiment with how we can make our software even easier to use, and we’re inviting our customers to come along with us as we learn together.”

How can businesses benefit from ChatSpot?

There are a number of different ways you can use ChatSpot to derive more value from HubSpot, which means there are benefits for teams across your business. You can ask any HubSpot-related query, which means that…

  • Your salespeople can use ChatSpot to quickly and easily add a new contact or company to a list within HubSpot CRM. All they have to do is type in the contact details and tell ChatSpot which list they’d like to add them to.
  • You can ask ChatSpot to create an email for a prospect, and it will do so in seconds using the Content Assistant function (more on that later). Simply give ChatSpot the information you know about that prospect to enable the tool to generate a personalised email. 
  • Your customer insights team can research the companies on your lists, easily access publicly available company data and rapidly find target companies simply by asking questions. 
  • You can create a report for any campaign in any date range within your HubSpot account. Before ChatSpot, creating reports would require you to navigate through to the reports page, find the option you wanted and set filters. Now, all you have to do is ask ChatSpot a simple question, such as, “How many contacts were added in February?” 

What is Content Assistant?

HubSpot’s experts know that creating excellent content is time-consuming and requires extensive expertise and significant resources. So it’s not surprising that they’ve launched a tool to help make this element of many marketing teams’ campaigns easier to carry out. 

HubSpot’s AI Content Assistant uses ChatGPT to ideate, create and share high-quality content much more efficiently than they would be able to without AI. It also integrates seamlessly with HubSpot, which means users can switch between manual and AI content creation. 

As it uses ChatGPT, it is subject to the same limitations - it can make factual mistakes, for example, and discriminate based on the biases that are inherent in the AI - which means that marketers will still need to carefully review any content they create using Content Assistant. However, it can still save marketers significant time and resources by producing content in seconds. 

Here’s what Andy Pitre has to say about Content Assistant:

“At HubSpot, our goal is to help companies connect more deeply with their customers. Our new AI-powered content assistant helps them create quality content faster and easier, to better serve their customers.”

How can businesses benefit from Content Assistant?

While we’re sure Content Assistant will soon become one of the best features of HubSpot, it’s currently in private beta testing. This means only those invited can currently test this powerful tool, but you can sign up for the waitlist for early access.

However, insiders have revealed that you can use Content Assistant to:

  • Generate a list of ideas for blog topics
  • Suggest blog titles and create outlines for those titles
  • Write different types of content, from prospecting emails to landing pages and blogs
  • Create an entire paragraph from any phrase you submit
  • Streamline your marketing workflows into one place.

All of these features can help you to improve your team’s efficiency, so you can create more high-quality content than ever before. Just be sure to set time aside to thoroughly proofread and sense-check any content you create with the help of AI. 

Ready to realise the power of HubSpot and AI? 

HubSpot’s new ChatSpot and Content Assistant features aren’t available to everyone yet, but if you’re keen to utilise these tools sooner rather than later, you can sign up for the waitlist

And if you’re looking for a simpler way to get the most out of HubSpot, our team of HubSpot specialists are here to help. Cognition CRM is trusted and established a HubSpot Diamond Partner Agency with a proven track record of successful HubSpot strategy, configurations, and advanced implementations. To find out how we can support you to get the most out of HubSpot, contact us today.

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