How to use AI in HubSpot CRM: A practical guide for 2025

Let’s be honest, "AI" is a term that gets thrown around a lot. If you’re like most people, you just want to know how you can actually use it to save some time and cut down on tedious work. You’re not trying to launch a robot takeover, you’re just trying to get through your to-do list without staying late again.

If that sounds about right, this guide is for you. We’re going to walk through the real-world steps for using the AI features already waiting for you inside HubSpot CRM. From marketing and sales to customer service, we’ll cover how to put these tools to work, minus the fluff.

What you’ll need to get started

Before we jump in, let’s make sure you have a couple of things ready. This will help you follow along and get the most out of this guide.

• A HubSpot account. Any plan will give you access to some basic AI features, but you’ll get the more powerful tools with Professional or Enterprise tiers for Sales Hub, Marketing Hub, or Service Hub.

• Admin access to your HubSpot portal. You’ll need this to switch on the AI settings for your team.

• A task in mind. Think about a repetitive job you’d love to offload. Maybe it’s drafting welcome emails, summarizing call notes, or answering the same customer questions day after day.

A screenshot of HubSpot's pricing tiers, which is relevant for users who want to know how to use AI in HubSpot CRM effectively.:

Step 1: Finding and turning on features

You can’t use the tools if you don’t know where to find them. HubSpot has made this pretty simple, but let’s walk through it so you know exactly where to click.

Getting to the AI settings

You’ll need to grant access before your team can start using any of the generative AI tools.

1. In your HubSpot account, click the settings icon in the top navigation bar.

2. In the left sidebar menu, look for the AI section.

3. On the Access tab, you’ll see a few toggles. The main one is "Give users access to generative AI tools and features." Go ahead and flip that on.

4. It’s also smart to turn on the "CRM Data" toggle. This lets the AI use your CRM data to come up with more personalized content, which is a huge part of what makes it so helpful.

Spotting AI in your day-to-day work

Once everything is switched on, you’ll start seeing a little diamond icon popping up around the platform. This is "Breeze," HubSpot’s AI assistant.

This icon is your cue. Whenever you see it, it means you can get a hand generating content, summarizing information, or getting quick insights without having to leave the page you’re on. It’s built right into your workflow, which makes it incredibly convenient.

A screenshot of HubSpot's Breeze AI assistant, which is the key to knowing how to use AI in HubSpot CRM for content generation.:

Step 2: Easing your marketing workload

For marketing teams, AI can be a huge help for getting over common hurdles like writer’s block or the never-ending job of repurposing content. Here’s how you can use it to get things done a bit faster.

Using AI for content creation

Whether you’re writing a blog post or an email, HubSpot’s AI can give you a solid head start.

• Blog Posts: When you’re in the blog editor, you can use the slash command ("/") to pull up the AI menu. From there, you can ask it to generate blog ideas, create a detailed outline, or even write a full first draft. It’s a great way to get past that blinking cursor on a blank page.

• Marketing Emails: The same tools are available in the email editor. You could ask the AI to whip up a few interesting subject lines for an A/B test or draft body copy aimed at a specific audience you’ve built in your CRM.

A screenshot of the HubSpot email builder, which is a great example of how to use AI in HubSpot CRM to create marketing emails.:

Repurposing content with Content Remix

This is one of the biggest time-savers for any content marketer. The Content Remix tool lets you take one great, high-performing asset, like a long blog post, and quickly break it down into different formats.

With a few clicks, you can turn that single piece of content into a bunch of social media posts, an email newsletter, or a few shorter articles. Instead of spending hours manually pulling out snippets and reformatting them, the AI handles the grunt work for you.

Step 3: Boosting your sales process

Sales often comes down to intuition and building relationships, but AI can bring a helpful layer of data into the mix. It helps your team rely less on guesswork and focus their energy on the leads that are most likely to convert.

Smarter lead scoring and forecasting

HubSpot’s predictive lead scoring is a perfect example of this. Instead of you having to manually set up a bunch of rules (like "if lead watches webinar, add 10 points"), the AI looks at all your historical data to figure out what your best customers have in common. It then automatically scores new leads based on how closely they match that profile, pointing you toward who’s most likely to close.

Similarly, AI-powered deal forecasting gives sales managers a much more realistic pipeline projection. It analyzes the data behind each deal, not just a sales rep’s gut feeling, to predict how likely it is to close. This helps you build forecasts you can actually trust.

A screenshot of the HubSpot sales pipeline, which demonstrates how to use AI in HubSpot CRM for smarter forecasting.:

Saving time with call summaries and email drafts

No sales rep enjoys listening back to a 45-minute call just to find the action items. HubSpot can automatically transcribe and summarize recorded sales calls, pulling out key takeaways, customer objections, and next steps. It’s a simple feature that saves a ton of time and lets reps move on to their next call.

The AI email writer is just as handy. It can draft a personalized follow-up email in seconds, pulling in context from the CRM so the rep can just review, tweak, and hit send.

A screenshot showing an AI-drafted follow-up email in HubSpot, a key feature for anyone learning how to use AI in HubSpot CRM for sales.:

Step 4: Improving customer service

When it comes to customer service, HubSpot has some great native AI tools to get you started. But to deliver truly helpful support, your AI needs the full story, and that’s often where internal tools run into a wall.

Starting with HubSpot’s native service AI

Inside HubSpot, you can use the AI chatbot builder to create bots that handle common questions on your website. They’re great for answering things like "What are your business hours?" or "Where’s my invoice?"

You can also use the inbox assistant to help your human agents. It can summarize long ticket threads so an agent can get up to speed quickly or draft replies to common questions. Both are solid starting points for making your team more efficient.

A screenshot of HubSpot's Chatflows, illustrating how to use AI in HubSpot CRM to build a customer service chatbot.:

The problem: When answers aren’t in HubSpot

Here’s the catch: HubSpot’s AI is smart, but it only knows what you’ve stored inside HubSpot. Think about where your company’s real, in-depth knowledge lives. The technical answer to a customer’s question is probably in a Confluence article, a Google Doc, a shared PDF, or a conversation your product team had in Slack.

This creates knowledge gaps. Your support agents end up having to manually search through half a dozen systems to find the right answer. Even worse, it means your AI has blind spots, so it can’t answer most questions and has to pass them off to a human. This kind of defeats the purpose of automation and leaves customers waiting.

Connecting all your knowledge with eesel AI

This is exactly the problem eesel AI was created to solve. It’s an AI platform that connects to your help desk (whether that’s HubSpot, Zendesk, Intercom, or another tool) and syncs with all your scattered knowledge sources. It works with the tools you already use, so you don’t have to change your current workflows.

Here’s what makes it different:

• It brings all your knowledge together. eesel AI connects to over 100 sources like Confluence, Google Docs, past tickets, and your help center. This gives your AI a complete picture, so it can actually answer customer questions with confidence.

• You can be live in minutes, not months. Forget about mandatory sales calls and long onboarding processes. eesel AI is completely self-serve. You can sign up, connect your sources, and get your AI running on your own, often in less than an hour.

• You can test it out with zero risk. One of the coolest features is the simulation mode. Before you ever let the AI talk to a real customer, you can run it on thousands of your past tickets. This gives you a clear forecast of how it will perform, what your resolution rate will look like, and how much time you’ll save. It’s a completely risk-free way to roll out AI.

Best practices for using AI in HubSpot

As you start using these tools, keep a few things in mind to make sure you’re getting good results.

• Treat AI as a first draft. Think of anything the AI generates as a starting point. It’s a huge time-saver, but you should always add a human touch to make sure the content is accurate and sounds like your brand.

• Give it feedback. Most AI tools have a thumbs-up/thumbs-down button. Use it! This helps the models learn and get better at giving you what you want over time.

• Don’t limit your AI’s knowledge. The most helpful support AI has access to all your team’s knowledge. Relying only on what’s in your CRM is like tying one hand behind its back. Connecting a tool like eesel AI ensures your bot can answer questions accurately using information from your entire company, wherever it might be.

Put AI to work the smart way

HubSpot’s built-in AI tools are a great way to make your internal marketing and sales tasks a little easier. They can help you create content faster, focus your sales efforts, and automate some of that repetitive work.

But when it comes to customer service, the real magic happens when you break down knowledge barriers. To deliver truly accurate and helpful automated support, you need an AI that can access information from every corner of your company.

Ready to connect your company’s knowledge and improve your HubSpot support workflows? Get started with eesel AI and see how it works on your own data in minutes.