Discover HubSpot's revolutionary strategy for integrating AI into its platform!

HubSpot unveils its AI strategy, called HubSpot AI

At its Inbound customer conference in Boston today, HubSpot, the Boston-based marketing and CRM platform, announced a comprehensive AI strategy it calls HubSpot AI. While HubSpot, like other enterprise SaaS software providers, has been integrating AI elements for years, with the advent of ChatGPT this year, the company is taking a broader approach while retaining some of those earlier features.

Fundamental transformation thanks to generative AI

Dharmesh Shah, CTO and co-founder of the company, says that AI, and in particular generative AI, is really going to change the way we interact with software in fundamental ways. "We haven't seen such a major paradigm shift in software in a long time," Shah said in an interview earlier this year. "I think generative AI is going to transform the way products are built and how value is created for customers," he said. HubSpot is working to be part of that transformation.

Facilitating the work of marketers and salespeople

Andrew Pitre, EVP of Product at HubSpot, says that HubSpot AI's aim is to make the work of marketers and sales people easier, and the company has access to different types of content to help train its models, such as all the blog posts and other documents created and stored in HubSpot. Secondly, he says that thanks to all the content and data, it's possible to understand the context of a request based on this existing information.

"So we understand how your business works, and we're working more and more to make it possible to understand the atmosphere of your business and how you communicate as a company," Pitre told us.

Finally, the company stores data on businesses in its CRM database, which should help users better understand who these customers are, with information such as their basic data, purchase history, customer service interactions, etc.

Four components for HubSpot AI

HubSpot AI comprises a four-pronged approach, starting with content assistants. These tools help users, in the context of where they are on the platform, to generate the content they need. The agents, which are in various stages of development, could help create blog posts, images, marketing campaigns and websites.

The second part, AI agents, are designed to provide automated assistance to customers to answer their questions and take care of routine customer service tasks. AI insights offer predictions to find out, for example, which customers are most likely to cancel or most likely to buy, a feature that has been built into the platform for some time. And finally ChatSpot, which was introduced last March and is currently available in beta, enables marketers and sales people to ask questions about content stored in HubSpot and interact with that content using natural language.

Pitre argues that, by limiting the data models can access to what's available in HubSpot, this can help mitigate hallucinations, which occur when the model doesn't know an answer and invents one.

"The honest answer is that it hasn't been a big problem for us, but the general feeling we try to convey to our customers is that it's not perfect. You shouldn't take the information you receive as absolute truth. You have to take it as a contribution that helps you get to the next level of what you're trying to do," says Pitre.

Product availability

The products announced today are in various stages of availability. AI information is already available. ChatSpot is in public beta, AI agents will be available next year and some AI assistants, such as the content assistant, are available, while the image creation assistant is in beta.