An honest HubSpot AI content assistant review for 2025

It seems like every tool we use has suddenly sprouted an AI feature, right? HubSpot, the big name in marketing and sales, has jumped in with its own AI Content Assistant. It's built right into the platform and promises to make life easier for busy teams.

But does it actually deliver?

Let's get into a real, honest HubSpot AI Content Assistant review. We'll look at what it's good for, where it stumbles, and what it'll actually cost you. By the end, you'll know if it's the right move for your team or if you should look for something a bit more specialized.

What is the HubSpot AI Content Assistant?

So, what exactly is this thing? Think of the HubSpot AI Content Assistant as a built-in writer's helper. It's powered by the same tech behind ChatGPT (OpenAI's models) and lives directly inside your HubSpot account.

The whole point is to give you a hand with writing tasks without you ever having to switch tabs. It’s meant to help you with things like:

• Whipping up marketing emails and sales messages.

• Coming up with blog post ideas, outlines, and even rough first drafts.

• Creating copy for your social media channels.

• Writing content for landing pages and calls-to-action (CTAs).

The main draw is pretty obvious: it's incredibly convenient. If your team is already using HubSpot for everything, having the AI assistant right there is a no-brainer.

Where the HubSpot AI Content Assistant shines

To be fair, the HubSpot AI Content Assistant isn't all bad. It has its moments, especially when it comes to convenience. Let's talk about where it actually shines.

Seamless integration

The biggest win, by far, is that it's already there. It’s baked right into the Marketing, Sales, and CMS Hubs you're probably using all day anyway. No more copying and pasting from ChatGPT or another AI tool. For teams who basically live in HubSpot, that tight integration saves a lot of time and makes the whole content creation process feel smoother.

A solid assistant for brainstorming

From what users are saying, the tool is at its best at the very beginning of a project. It’s a pretty good assistant for getting the ball rolling and making small changes on the fly. Its main strengths are:

• Generating ideas: When you're stuck staring at a blank page, it’s handy for kicking out a list of blog topics or different angles for a campaign.

• Creating outlines: It can quickly put together a basic structure for an article or email, giving you a starting point to build from.

• Summarizing text: It does a respectable job of taking a long piece of text and boiling it down to the key points.

• Adjusting tone: This is a neat little feature. With one click, you can make a paragraph sound more professional, witty, friendly, or heartfelt. Pretty useful for adapting content for different platforms.

User-friendly for non-technical teams

HubSpot made their AI tools super easy to pick up. The interface is simple, usually just a quick slash command ("/") or highlighting some text. This means anyone on your team can start using it without needing a technical background or a long training session. The learning curve is practically flat, which is great for getting everyone on board quickly.

Key limitations you need to know

Okay, now for the not-so-great parts. While the convenience is nice, you start to see the cracks when you ask it to do anything more than basic brainstorming. This is where the "one-size-fits-all" model really starts to stumble.

Generic content quality

The most common grumble you'll see online is about the quality of the content. It just tends to be... bland. A bit repetitive, a little generic, and not very deep. Even when you give it specific instructions, the output can feel uninspired.

This happens because the AI is pulling from a massive, general pool of public data, not from what makes your business unique. You end up with content that needs a ton of editing to sound like your brand and actually help your audience. It often reads like a high schooler trying to hit a word count rather than an expert sharing real insights.

Lack of company-specific knowledge

This is the fundamental issue with most built-in AI assistants. The HubSpot AI has no way to learn from your company's internal knowledge, which is your most valuable asset. It can't scan your support ticket history to see what customers are always asking about. It can't read your detailed product guides in Confluence or your internal strategy docs in Google Docs.

This infographic from a HubSpot AI Content Assistant review shows how eesel AI connects to various internal knowledge sources.

For support and sales teams, this is a huge problem. To give accurate, on-brand answers, you need an AI that learns from your business. This is what tools like eesel AI are built for. They train on your help center articles, past tickets, and internal wikis to generate drafts that are actually useful and relevant right out of the box.

Limited customization

HubSpot's tool is designed to generate content, and that's about it. You don't get much say in how it behaves. You can't set up a custom AI persona that matches your brand's voice, create rules for how it should handle different types of questions, or give it special abilities like looking up a customer's order status. This makes it pretty limited for anything beyond simple writing tasks.

A screenshot from our HubSpot AI Content Assistant review showing the customization options in eesel AI, including persona and workflow actions.

In contrast, platforms like eesel AI give you a whole workflow editor. You can define the AI’s personality, decide exactly which questions it should answer, and even connect it to other apps to perform custom tasks. You get full control over the experience.

Pricing and the true cost

Alright, let's talk money. Having an AI tool bundled in sounds like a good deal, but with HubSpot, getting to the really useful AI features can get expensive, fast. And a little unpredictable.

Expensive plans for advanced AI

Some basic AI features are sprinkled into HubSpot’s free and starter plans, but the stuff that really makes a difference is kept for the pricey Professional and Enterprise tiers. If you want the AI to do more than just write a few sentences, you're going to have to open your wallet.

Here's a quick look at what that means for the Marketing Hub:

Plan	Starting Price (Billed Annually)	Key AI Features Included
Marketing Hub Professional	$800/month	Omni-channel marketing automation, Custom reporting, Breeze social post agent.
Marketing Hub Enterprise	$3,600/month	Customer journey analytics, Multi-touch revenue attribution, Lookalike Lists, Journey automation.

And it doesn't stop there. HubSpot also has mandatory, one-time onboarding fees. We're talking $3,000 for the Professional plan and a whopping $7,000 for the Enterprise plan. That's a huge upfront cost just to get started.

Unpredictable costs

Even after paying for these expensive plans, some of the more advanced AI functions use something HubSpot calls "HubSpot Credits." This credit system can make your monthly bills swing wildly depending on how much you use the AI. It makes budgeting a real headache, especially if your business is growing and you're relying on these tools more and more.

A more transparent pricing alternative

This kind of pricing complexity is a real turn-off for a lot of companies. If you're looking for something more straightforward, other options exist. Alternatives like eesel AI offer clear, tiered pricing based on a set number of AI interactions each month. There are no surprise fees or confusing credit systems. You can even get started with a flexible monthly plan instead of getting locked into a big annual contract.

This video provides a detailed walkthrough and review of HubSpot's AI Content Assistant, exploring its features and limitations.

Is the HubSpot AI Content Assistant right for you?

So, what's the final verdict on the HubSpot AI Content Assistant? Honestly, it's a mixed bag. It's not a bad tool, but it’s definitely for a very specific type of user.

It's a decent option for individuals or small teams who are already all-in on the HubSpot platform. If you mainly need a hand with brainstorming, writing first drafts, and making small edits, and you care more about convenience than anything else, it can be a nice little addition to your workflow.

However, it's not the right tool for businesses that need high-quality, smart content for their customer-facing teams. If you're looking to automate customer support, improve sales responses, or just have more control over your AI, this probably isn't the solution for you. The generic content and inability to learn from your internal knowledge make it a poor fit for any serious automation goals.

A better way to leverage AI

If you need an AI that actually gets your business, the answer isn't to throw out all your current tools. It's about adding a smarter AI layer on top of what you already have. This is exactly what a tool like eesel AI is built for. It’s designed to fix the very problems we've been talking about.

A screenshot of the eesel AI landing page, an alternative discussed in this HubSpot AI Content Assistant review.

Here’s how eesel AI takes a different approach:

• Get started in minutes: It plugs directly into your existing helpdesk, whether that's Zendesk or Freshdesk, without needing a massive migration project. You can be up and running almost immediately.

• Connect all your knowledge: It learns from everything, your past support tickets, Confluence pages, Google Docs, you name it. This means it gives answers that are actually based on your business.

• You're in the driver's seat: A powerful workflow engine lets you customize everything, from the AI's personality and tone of voice to the exact kinds of tickets it helps with.

• Test before you launch: It comes with a simulation mode that lets you see exactly how the AI would have answered your past tickets, so you can launch with confidence.

This workflow diagram from our HubSpot AI Content Assistant review shows how eesel AI automates the customer support process.

Ready to see what an AI trained on your business knowledge can actually do? Try eesel AI and go live with a smarter AI support agent in minutes.