If you're using HubSpot, you've probably noticed AI features showing up everywhere. They've rolled out a bunch of AI tools right inside their content editors, all promising to help you write more, and faster. On the surface, it sounds like a dream come true.
So, let's take a practical, no-fluff look at what you can actually do with the HubSpot AI in content editors. We’ll cover where these tools really shine, but more importantly, we’ll talk about where they fall short, especially for teams whose knowledge is spread out across different apps and platforms.
Because let's be real: built-in tools are convenient, but AI is only as smart as the information you give it. If your AI can't tap into the collective brainpower stored in your help desk, internal wikis, and team documents, you're only getting a tiny piece of what it could be doing for you.
What is HubSpot AI in content editors?
When we talk about HubSpot AI in content editors, we're mostly talking about the generative AI features built into the places you work every day: the blog editor, email composer, landing page builder, and social media scheduler. The whole idea is to bring the AI to you, so you don't have to break your creative flow.
The main tools you'll come across are:
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Breeze Assistant / Content Assistant: This is your little writing helper for generating and tweaking text on the fly. You can use it to draft a quick paragraph, rewrite a clunky sentence, or just change up the tone.
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Content Remix: This feature is all about getting more mileage out of your existing content. It can take a blog post and slice it into different formats, like social media posts or email newsletters.
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AI Agents (e.g., Content Agent): These are the heavy lifters, designed for bigger tasks like drafting an entire long-form article based on a single prompt.
HubSpot’s aim is pretty straightforward: help marketers push past writer's block and scale up content production, all while keeping them inside the HubSpot platform. But is that convenience worth the potential trade-offs in quality and control? Let's dig in.
A deep dive into content creation with HubSpot AI
To figure out if these tools are right for your team, we need to get into the nitty-gritty. Let’s break down the key features, how you might use them, and some of the quirks you might not see in a product demo.
Content generation and assistance (Breeze/Content Assistant)
Breeze (or Content Assistant) is HubSpot’s main AI writing sidekick. You can highlight text to rewrite, expand, or shorten it, or use a prompt to generate something new from scratch. It's meant to be a quick and easy way to get words down.
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The upside: It’s incredibly convenient. Not having to bounce between your HubSpot editor and another AI tool like ChatGPT saves a ton of time and helps you stay focused. It's pretty good for getting a first draft out or quickly brainstorming a few headlines.
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The limitations: The content can feel a little... vanilla. It’s only working off your prompt, so it doesn't have a deep understanding of your brand's specific voice or style. You'll probably find yourself spending a lot of time editing to make it sound less like a robot and more like you. On top of that, some users in the HubSpot community have had issues with a "co-created by AI" tag popping up on their posts automatically, which isn't great if you're trying to maintain a human-first brand.
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A different way to think about it: An AI that just follows prompts is always going to be guessing your brand voice. A better approach is to have it learn from your team’s actual, successful customer conversations. With eesel AI, the AI trains on your past tickets from help desks like Zendesk and Freshdesk. This means it learns your tone from real-world examples, so its drafts are much closer to your brand's voice right from the start.
Content repurposing (Content Remix)
Content Remix is HubSpot’s tool for repurposing. Give it a finished blog post, and it will try to generate social media captions, a marketing email, or a landing page summary from that content.
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The upside: This can be a major time-saver for anyone running campaigns across multiple channels. It helps you squeeze more value out of your big content pieces and keeps your messaging consistent without all the manual copy-pasting.
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The limitations: The biggest weakness here is that Content Remix is stuck in a closed loop. It can only work with content that’s already inside HubSpot. But what if your most valuable information, a detailed whitepaper, a technical guide, or an internal FAQ, is in Google Docs or Confluence? HubSpot’s AI can't see any of that, so it can't use it.
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A different way to think about it: To truly repurpose content well, your AI needs to see the whole picture. eesel AI was designed to connect all your different knowledge sources, from company wikis like Google Docs and Confluence to your help desk history. This lets you pull insights and generate content from your most important documents, no matter where they live.
Long-form creation (Content Agent)
The Content Agent is a beefier tool that can generate entire drafts of blog posts or landing pages from a simple prompt. It can even use your HubSpot CRM data, like customer personas, to try and tailor the content.
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The upside: It's a great way to beat the "blank page" problem. It gives you a structured outline and a decent first draft to work with, which can be a huge help for bigger content projects.
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The limitations: The agent’s output is completely dependent on the quality of your HubSpot CRM data. As many HubSpot partners will tell you, if your personas are out of date, your contact properties are a mess, or your data is inconsistent, the AI's content will reflect that. It creates a massive hidden requirement for perfect data hygiene, which is a pretty big ask for any busy team.
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A different way to think about it: A generative tool is one thing, but a complete workflow engine is another. The eesel AI Agent does more than just create content. Its Simulation Mode lets you test the AI's performance on thousands of your past tickets or customer interactions before you even turn it on. You get a clear forecast of its quality and impact, which takes all the guesswork out of the process.
The biggest challenge with HubSpot AI: The walled garden and lack of control
While HubSpot’s all-in-one approach is convenient, it creates a "walled garden" that can hold your AI back. It also doesn't give you much control over how you test and roll out these new tools.
Why HubSpot AI is limited: Your knowledge lives everywhere
For most companies, the stuff that would make an AI truly smart isn't all sitting nicely in a CRM. It's spread out all over the place: resolved tickets in Zendesk or Freshdesk, project plans in Notion, team conversations in Slack, and technical documents in Confluence.
HubSpot's AI is blind to all of this. It can only learn from what's inside its own platform, which means the content it creates can often feel a bit shallow or incomplete. It doesn't know the full story.
This is the exact problem eesel AI was built to solve. With over 100 integrations, it connects all your scattered knowledge sources into a single, intelligent brain for the AI. This means the content it generates is more thorough, accurate, and actually reflects the full context of your business, not just a small piece of it.
An infographic showing how eesel AI connects to various knowledge sources, overcoming the limitations of HubSpot AI in content editors.Rolling out HubSpot AI: 'Go live and pray' vs. a confident, gradual rollout
Rolling out a new AI tool can feel like a leap of faith. How do you know if the content it generates is actually good enough for your customers? With HubSpot, there isn't really a way to test and check its performance at scale before you flip the switch. You basically have to go live and hope for the best.
This is where eesel AI’s approach is fundamentally different and, honestly, a lot safer. The Simulation Mode lets you run the AI against thousands of your past customer tickets or content requests to see exactly how it would have performed. You get a real, data-backed report card on its performance, which helps you find any gaps in its knowledge before anyone else does.
Even better, you can roll things out gradually. For example, you could start by letting the AI handle just one specific type of question. As you watch it perform well and get more comfortable, you can slowly give it more responsibility. That level of control and risk management just isn't there with a built-in, all-or-nothing solution.
A screenshot of the eesel AI Simulation Mode, which allows for testing before deployment, a feature missing from HubSpot AI in content editors.Understanding the pricing for HubSpot AI
You can't just buy HubSpot's AI tools on their own. They're bundled into the premium subscription tiers of their Hubs, mostly Marketing Hub Professional and Enterprise. So, if you want the AI, you have to buy into the whole ecosystem.
This pricing model can be a tough pill to swallow, especially for smaller teams. Not only is the starting price high, but it also comes with mandatory, multi-thousand-dollar onboarding fees you can't skip.
| Plan | Starting Price (Annual) | Key AI Features Included | Mandatory Onboarding Fee |
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| Marketing Hub Pro | $800/mo | AI Content Generation, Content Remix | $3,000 |
| Marketing Hub Ent | $3,600/mo | Everything in Pro + AI Agents, Deeper Reporting | $7,000 |
The eesel AI alternative: Simple and predictable
In contrast, eesel AI offers clear, straightforward pricing based on usage (the number of AI interactions), not the size of your contact list. All the core products, Agent, Copilot, Triage, and more, are included in every plan.
A visual of the eesel AI pricing page, showing clear, public-facing costs as an alternative to the bundled HubSpot AI in content editors pricing.| Plan | Monthly Price (Annual Billing) | AI Interactions/mo | Key Differentiator |
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| Team | $239 | Up to 1,000 | Start quickly with docs & web sources. |
| Business | $639 | Up to 3,000 | Train on past tickets, use AI Actions. |
The benefits are pretty clear: no surprise fees, flexible month-to-month plans available, and you can set everything up yourself in minutes, no required sales call or pricey onboarding needed.
HubSpot AI in content editors: Integrate your tools, don't get locked into them
HubSpot's AI content tools are a decent starting point for teams who are already all-in on its platform. They're convenient and can definitely speed things up. However, the catch is their "walled garden" approach, a lack of solid testing features, and a pricing model that requires a huge commitment.
For businesses that want an AI that learns from all their company knowledge, gives them fine-grained control over automation, and lets them deploy with confidence, a specialized platform is often the smarter move.
Instead of getting locked into one platform's limited AI, you can use a tool like eesel AI as an intelligent layer that plugs into all your existing tools (including HubSpot) to bring out their best. You can get started in minutes, not months, and see for yourself how unifying your knowledge can completely change your content creation game. Ready to check it out?
Frequently asked questions
This refers to the generative AI features built directly into HubSpot's various content creation tools, such as the blog editor, email composer, and landing page builder. The goal is to provide immediate writing assistance and content generation capabilities within your existing workflow.
The main advantage is convenience and speed. These tools can help overcome writer's block, generate first drafts quickly, rewrite text, or repurpose existing content across different channels, saving time and helping marketers scale production.
A key limitation is its "walled garden" approach, meaning it can only access data within HubSpot, ignoring crucial information in other systems like Google Docs or Zendesk. This can lead to generic content that lacks your brand's unique voice and full company context.
Because it cannot access external knowledge sources, the AI generates content based on an incomplete picture of your company's information. This often results in shallow, less accurate, or incomplete content that requires significant manual editing to align with your brand's expertise.
While you can prompt it, HubSpot AI struggles to deeply understand and replicate a brand's unique voice because it doesn't learn from your complete, real-world customer interactions across all platforms. This often leads to content that feels generic and requires extensive human refinement.
These AI features are not available as standalone purchases; they are bundled into HubSpot's premium Marketing Hub Professional and Enterprise subscription tiers. This means high starting costs, mandatory onboarding fees, and pricing that scales with your number of marketing contacts.
HubSpot's built-in AI tools do not offer a robust simulation or testing mode to evaluate content quality at scale before publishing. Teams typically have to "go live and pray," hoping the content meets expectations without prior data-backed performance insights.
