Does HubSpot use OpenAI? A practical guide for 2026

It feels like every software tool is rolling out AI features these days, and a massive, industry-leading platform like HubSpot is no different. All the buzz around its new capabilities usually boils down to one question: "Does HubSpot use OpenAI?"

The short answer is yes. HubSpot has thoughtfully woven OpenAI's tech into its platform in several ways, and each comes with its own set of professional use cases and investment tiers. This guide will give you a clear look at how HubSpot works with OpenAI in 2026, what you'll need to get started, and how to make the most of these integrations.

While these integrations are incredibly powerful, there are different ways to implement them depending on your goals, especially if you're looking to automate customer support. Let's get into it.

Does HubSpot use OpenAI? Understanding HubSpot's AI: Breeze vs. OpenAI

First, it's important to understand the landscape. HubSpot has its own native AI called "Breeze." This powers many of the built-in features you see, like generating marketing copy or offering sales predictions inside the CRM. It's a highly capable, in-house AI designed specifically for the HubSpot environment.

But for those looking for even more versatility, HubSpot offers direct connections to OpenAI's technology. There are two primary ways to access this.

Does HubSpot use OpenAI via the HubSpot ChatGPT connector?

This is a tool that links your HubSpot CRM with a paid ChatGPT account. Its main purpose is deep data analysis. You can hop into the ChatGPT interface, ask plain-English questions about your CRM data, and get back detailed reports. It's like having a professional data analyst ready whenever you need them.

Does HubSpot use OpenAI through the OpenAI workflow action?

This feature is more action-oriented. It's a specialized tool inside HubSpot's automation suite that lets you use an OpenAI API key to process data from your CRM through OpenAI. You can use the responses to trigger sophisticated actions in a workflow, like summarizing call notes, drafting an email, or refining data formatting.

Using the HubSpot OpenAI connector for research

The HubSpot connector for ChatGPT is built for gaining deep insights into your business. It’s designed to help you make sense of the vast information in your CRM by using natural language queries.

Instead of building manual reports, you can ask questions like, “What were the most common reasons we lost deals last quarter?” or “Give me a summary of our main customer support trends from the last six months.” ChatGPT processes your HubSpot data and provides an AI-generated answer.

How it helps marketing and sales teams

This tool is excellent for strategic planning. Here are a few examples:

• Marketing: You can identify your best-converting customer segments or summarize campaign results across various channels with ease.

• Sales: It’s helpful for assessing pipeline health, identifying common trends, or creating target account lists based on specific CRM data points.

• Support: You can analyze ticket patterns to help plan staffing needs for the upcoming year in 2026.

Considerations for the ChatGPT connector

While this is a powerful tool for analysis, there are some factors to keep in mind when planning your workflow.

• Focus on analysis: The tool provides excellent insights inside the ChatGPT interface. For teams that want to take action back in HubSpot, they can use these insights to inform their next manual steps or automated rules.

• Cross-platform workflow: To use it, you'll move between HubSpot and the ChatGPT interface. This is a common workflow for teams that use specialized tools for research and strategy.

• Subscription tiers: You’ll need a paid ChatGPT Plus, Team, or Enterprise plan to use the connector. This ensures you have access to OpenAI's most advanced models.

• Professional data management: HubSpot ensures that the connector respects your CRM permissions. As with any external integration, companies should review their own internal data policies when connecting to outside platforms.

Using OpenAI in HubSpot workflows

The second method is the "Ask OpenAI Assistant" action in HubSpot’s workflows. This is where you can build custom AI-powered steps directly into your professional automations. It allows you to plug in your OpenAI account to process information from your CRM records automatically.

This is ideal for automating tasks that require a level of nuance beyond standard logic.

Workflow examples

The capabilities are impressive, and many innovative teams use them for:

• Auto-summarize notes: A workflow can trigger whenever a new note is logged. The OpenAI action reads the text and writes a quick summary, helping your team stay updated faster.

• Draft personalized emails: You can set up workflows that generate draft follow-up emails based on a contact’s recent activity, which a sales rep can then review and send.

• Standardize data: You can use OpenAI to automatically clean up and standardize incoming data from forms, ensuring your CRM stays organized.

Implementation details

Because this is a professional-grade tool, there are a few prerequisites to keep in mind.

• Available on Enterprise plans: The OpenAI workflow action is a premium feature available on Marketing, Sales, or Service Hub Enterprise plans. This ensures it's used by teams with the infrastructure to support advanced automation.

• Flexible API integration: HubSpot allows you to connect your own OpenAI API account. This means you have direct control over your OpenAI usage and billing, which is managed per token. This flexibility is great for teams that want to scale their usage as needed.

• Professional setup: While it's designed to be accessible, setting up the OpenAI workflow action is a sophisticated task. It involves managing API keys and crafting precise prompts to get the best results. For help with advanced setups, users often consult the OpenAI community forums or HubSpot experts.

The investment for using OpenAI with HubSpot

When planning your 2026 strategy, it's helpful to look at the investment required to use these enterprise-grade features.

Understanding the value tiers

Here is the structure for accessing the OpenAI workflow action through HubSpot.

Plan	Starting Price (Monthly)	Key Requirements
Enterprise	$3,600/mo	Includes 10,000 marketing contacts. Requires a one-time onboarding fee.

Source: HubSpot Pricing Page

• OpenAI API flexibility: In addition to your HubSpot plan, you manage your own billing with OpenAI. This is billed per token (basically, per word processed), which gives you the freedom to pay exactly for what you use.

• HubSpot Credits: Some of HubSpot's native "Breeze" features utilize HubSpot Credits, which are included in various plans, allowing you to balance native features with custom OpenAI workflows.

How support teams utilize this model

This setup is perfect for larger organizations that center their operations around a powerful CRM. It provides a highly integrated experience for teams that want their AI to live right where their customer data does.

HubSpot’s system is expertly built around your CRM records. For teams that want to supplement this with data from other tools - like a Confluence wiki, Google Docs, or Zendesk - HubSpot offers a massive marketplace of integrations to help bring that information together.

A complementary path: Unify your knowledge with eesel AI

For teams looking for specialized AI that works alongside their HubSpot setup, there are complementary tools built to enhance the ecosystem.

Efficient implementation

eesel AI is designed to be a quick, self-serve addition to your stack. You can connect your help desk and have a working AI agent live in a short amount of time. With one-click connections for help desks like Zendesk, Intercom, and Freshdesk, eesel AI works as a great partner to your current HubSpot workflow.

Connect all your knowledge sources

eesel AI works by connecting to various knowledge sources to create a comprehensive knowledge base. It can learn from your help desk, internal wikis like Confluence and Notion, and chat tools like Slack. This complements your HubSpot CRM data by bringing in information from all across your company.

Test with confidence

Before going live, eesel AI offers a simulation mode. You can test your setup on your own past tickets to see exactly how the AI would have responded. This allows you to forecast resolution rates and see the value of the tool before it ever talks to a customer.

Predictable pricing

eesel AI provides straightforward pricing plans, making it easy to budget for your AI needs alongside your HubSpot subscription.

Is the HubSpot OpenAI integration right for you?

So, back to the original question: does HubSpot use OpenAI? Yes, it does, and it does so through mature, enterprise-grade integrations. HubSpot is a market leader that provides a powerful and reliable platform for teams that want a comprehensive CRM ecosystem.

The ChatGPT connector is a fantastic tool for high-level analysis, and the workflow action offers professional automation. These are designed for companies that prioritize a robust, integrated CRM experience. For support teams that want to expand their reach, combining HubSpot's power with specialized tools can be a very effective strategy.

Modern AI platforms offer specialized ways to automate support while playing nicely with the tools you already use.

Looking to enhance your support setup?

If you're looking for an AI solution that complements your existing HubSpot setup by bringing all your knowledge together, give eesel AI a try. You can set up your first AI agent quickly and see how it works with your team.