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Content Assistant and ChatSpot.ai help teams work faster and easier, the company says.

This week HubSpot announced the launch of two new tools powered by artificial intelligence (AI) to “help its customers save time while creating better connections with their audiences”. The two new tools are named Content Assistant and ChatSpot.ai.

The two tools are powered by artificial intelligence systems from OpenAI and “create efficiencies for marketing, sales, and customer service professionals”, the company says.

Content Assistant

Content Assistant launched on Monday in private beta. HubSpot claims this tool helps marketing and sales teams ideate, create, and share quality content “in a matter of minutes, if not seconds”. For example, content assistant can us the AI to suggest blog titles related to a product or service, then generate a complete blog post outline for that title. It could also write content for blog posts, landing pages, website pages, sales and marketing emails, and knowledge base articles, the company says.


ChatSpot.ai was launched this week in public alpha. The company says this tool “helps HubSpot customers complete a variety of tasks using a natural language chat-based user experience”. Specifically, the tool helps users to add contacts and companies to the HubSpot CRM, create custom reports related to marketing, sales and customer service, and draft “professional, effective sales emails” personalized to the recipient.

AI is a growing trend in CRM

HubSpot’s Content Assistant and ChatSpot.ai arrive on the scene that already has many providers adding generative AI-powered capabilities to their CRM, CX, search and ERP systems.

Microsoft recently added similar capabilities with Copilot using ChatGPT. Salesforce also launched similar Einstein GPT capabilities on Tuesday.

“We are experiencing a step-function change in the way people work. At HubSpot, our goal is to help companies connect more deeply with their customers”, said Andy Pitre, EVP of Product at HubSpot. “Our new AI-powered content assistant helps them create quality content faster and easier, to better serve their customers”, he added.