A practical guide to the HubSpot AI email assistant in 2025

We’ve all been there: staring at a blank screen, trying to write an email that sounds human, gets a reply, and doesn’t take half an hour to compose. Now scale that across a sales or marketing team, and you’ve got a real time-sink on your hands. It's tough to keep things personal and consistent when you’re sending hundreds of emails.

This is exactly the problem AI tools promise to solve. They’re meant to be the tireless assistant that helps you draft copy, personalize messages, and get back to the more strategic parts of your job.

One of the big names in this area is the HubSpot AI email assistant. Since it's baked right into a platform so many of us already use, it’s a really appealing option. But is it the right tool for your team? This guide gives you an honest look at what HubSpot's AI can do, where it’s genuinely helpful, and, maybe more importantly, where its limitations might leave you wanting more.

What is the HubSpot AI email assistant?

The HubSpot AI email assistant isn’t one specific tool you buy. It’s a collection of AI-powered features (sometimes called "Breeze") that pop up across HubSpot’s Marketing, Sales, and Service Hubs. Its main job is to help you write and improve your emails without having to switch to another app.

HubSpot’s big selling point is that its AI is hooked directly into the HubSpot Smart CRM. The theory is that by accessing your customer data, the AI can help you write more relevant, personal emails much faster than you could on your own. It's built to handle things like drafting entire marketing campaigns, creating sales outreach sequences, coming up with catchy subject lines, and even generating reusable templates. Basically, it’s like having a copywriter on standby who also has access to your entire contact list.

Key HubSpot AI email assistant features: What can it actually do?

If your team lives and breathes HubSpot, the assistant has some pretty handy tricks up its sleeve. It's all about making the email creation process a bit less painful.

Generate email copy from prompts

This is the main event. You give the AI a prompt, and it spits out a draft. Instead of wrestling with that first sentence, you can just tell it what you need.

For example, you could type something like: "Write a friendly follow-up email to people who downloaded our 'AI in Marketing' report. The goal is to get them to book a demo." The AI will whip up a full draft, complete with a subject line and body text, giving you a solid starting point to work from.

Refine and adjust your content

Once you have a draft (either from the AI or one you wrote yourself), you can highlight any section of the text to tweak it. The assistant offers a few simple commands:

• Rewrite: Gives you a fresh take on the selected text.

• Shorten or Expand: Makes your text either more to-the-point or more detailed.

• Change Tone: Lets you switch up the vibe. Need to sound more professional? Witty? Empathetic? You can adjust it with a click.

This makes it way easier to fine-tune the AI's output so it actually sounds like your brand, without starting from scratch.

Personalize emails with CRM data

This is where the integration with HubSpot really pays off. The AI assistant can pull details straight from the CRM to add a personal touch that’s a step above the old "[First Name]" trick. It can reference a contact’s job title, industry, or company name. It can even mention their recent activity, like a page they viewed on your website. This helps your messages feel less like a generic blast and more like a real, one-to-one conversation.

The limitations of the HubSpot AI email assistant

While having an AI assistant right inside your CRM is convenient, that tight integration is also the root of its biggest problems. For teams that need a truly smart and flexible AI, the cracks in HubSpot's approach start to show pretty quickly.

Your knowledge is trapped in a walled garden

The HubSpot AI email assistant learns almost exclusively from the data that’s already inside HubSpot. But let’s be honest, your company’s collective brain is scattered all over the place. It’s in Confluence pages, shared Google Docs, important Slack threads, and all of your help center articles. HubSpot’s AI can’t see any of it.

This is a huge blind spot. An AI that only knows about your marketing campaigns and CRM contacts can't help you answer a complex support question or pull a specific detail from a technical document. In contrast, a tool like eesel AI is built specifically to connect all of your scattered knowledge sources. You can hook it up to your helpdesk, internal wikis, and past support tickets in a few minutes. This gives it the deep, company-wide context it needs to provide actually useful answers.

The HubSpot AI email assistant writes text, but it can’t take action

HubSpot's AI is good at one thing: generating words. But modern support teams need an AI that does more than just talk; it needs to do things. It should be able to triage a new ticket, add the right tags, escalate an issue to a senior agent, or look up an order status from Shopify through an API.

This is the real difference between a simple writing assistant and a proper workflow engine. HubSpot’s tool helps you write a reply, but then its job is done. With eesel AI, you get a fully customizable workflow engine. You can set up the specific actions you want the AI to take, turning it from a copywriter into an agent that can handle customer issues from start to finish, often without any human help.

The HubSpot AI email assistant is built for marketing and sales, not support

If you browse HubSpot's own examples and guides, you’ll notice a clear pattern. The focus is almost entirely on sales and marketing tasks like prospecting, lead nurturing, and sending promotional emails. The tool is designed to help you sell, not to help you support existing customers.

For great customer support, the most valuable information you have is your team's history of resolved tickets. That’s where your brand's true support voice, common troubleshooting steps, and best solutions are hiding. The HubSpot AI doesn't learn from this goldmine of data. An AI that does, like eesel AI's AI Agent, can analyze thousands of your past conversations to understand your business from day one. This leads to far more accurate and empathetic support responses than a general marketing AI could ever hope to provide.

HubSpot AI email assistant pricing: What’s the real cost?

HubSpot does offer some very basic AI features on its free plans, but the really useful stuff, like deep CRM personalization and advanced automation, is kept behind its expensive premium Hub subscriptions. To get the most out of the email assistant, you’ll need to be on at least a Professional plan for the Marketing or Sales Hub.

Source: HubSpot Pricing Page, accurate as of late 2025.

The verdict on the HubSpot AI email assistant: A good assistant, but not a complete solution

So, what's the final word? The HubSpot AI email assistant is a decent tool for teams who are already all-in on the HubSpot platform and mostly need help with their marketing and sales copy. The direct CRM integration is a real advantage for personalizing outreach.

But its biggest strength is also its biggest weakness. It’s stuck inside the HubSpot ecosystem, it can’t perform the actions needed for real automation, and it just wasn't designed for the detailed work of customer support. For teams who need an AI that can learn from all their company knowledge, automate entire workflows, and provide top-notch support, a more specialized and open tool is the way to go.

Instead of getting locked into one platform's way of doing things, why not see what a tool designed for the future of AI-powered support can do? Check out how easy it is to bring all your knowledge together and start automating your workflows by giving eesel AI a try.