A practical guide to the HubSpot AI Rewrite feature

Let's be honest, the pressure on marketing and support teams to constantly churn out high-quality, personalized content is a lot. You're expected to be everywhere at once, always with the perfect thing to say. It can be pretty exhausting.

HubSpot’s AI tools, especially its content and rewriting features, have become a go-to for teams trying to keep up. The promise is simple: speed up your workflow and get more done.

But is it the right tool for every single task? This guide gives you a straight-up, practical look at the HubSpot AI Rewrite feature. We’ll get into its strengths, where it stumbles, and what it’ll actually cost you, so you can decide if it really fits your team's needs.

What is the HubSpot AI Rewrite feature?

First things first, "HubSpot AI Rewrite" isn't a single tool you can buy off the shelf. It’s actually a bunch of AI-powered helpers woven into HubSpot's Marketing, Sales, and Service Hubs. It's all part of HubSpot's bigger AI suite, which they call "Breeze."

Think of it as an assistant that’s already living inside the HubSpot tools you use every day. The main things it can do that fall under the "rewrite" banner are:

• Rewriting: Taking sentences or paragraphs you’ve already written and rephrasing them for better clarity or just a fresh angle.

• Changing Tone: Instantly tweaking your copy to sound more professional, friendly, witty, or whatever vibe you're going for.

• Shortening/Expanding: Condensing a long paragraph into a few key points, or taking a short idea and fleshing it out with more detail.

• Content Remixing: This one's pretty cool. It lets you take one piece of content, like a blog post, and slice it up into different formats like social media updates or promo emails.

The biggest win here is convenience. Since all these features are built right into HubSpot, you don't have to waste time bouncing between your CRM and a separate AI tool like ChatGPT.

Key use cases: Where the HubSpot AI Rewrite feature shines

When you use it for what it was built for, creating content, the HubSpot AI Rewrite feature is genuinely useful. Here’s where it does its best work.

Getting drafts started and beating writer's block

We’ve all been there, staring at a blank page and hoping the words will just appear. HubSpot's AI can be a real help here. You can use simple prompts to whip up blog outlines, paragraph drafts, and email templates in just a few seconds. It’s a great way to get moving and gives your content team something to build on, whether you're working on a blog post, a landing page, or a new case study.

Scaling up marketing and sales emails

For teams sending a ton of emails, the AI Email Writer is a huge time-saver. Sales reps can quickly generate personalized follow-ups, and marketing teams can draft newsletters or nurture campaigns without starting from zero. It’s also great for creating a variety of social media posts or ad headlines so you can quickly test out different messages.

<protip text="The more context you feed the AI, the better your results will be. Instead of just "write a follow-up email," try something more detailed, like: "Write a friendly follow-up email to a lead who downloaded our e-book on AI for support. Mention that our tool can help them lower their ticket volume."">

Repurposing content for different channels

The "Content Remix" feature is a standout for getting the most out of your work. You can give it a big asset, like a webinar recording or a detailed blog post, and the AI will chop it up into summaries, key takeaways, LinkedIn posts, and email snippets. It helps you get so much more mileage from a single piece of content.

The limitations of the HubSpot AI Rewrite

While HubSpot's AI is handy for creating content, it has some pretty big blind spots, especially when you try to use it for jobs it wasn't really designed for, like customer support.

It's only as good as your HubSpot data

The AI’s link to the HubSpot CRM sounds great on paper, but it all depends on the quality of your data. If your CRM is a mess of outdated or incomplete information, the AI's suggestions will be generic and not very helpful.

Even more, the AI is stuck inside the HubSpot bubble. It has no clue what's going on in your other apps. All that critical knowledge living in your company's Confluence wiki, your project plans in Google Docs, or your entire history of support tickets in another help desk is completely invisible to it. It can't learn from what it can't see.

It's made for creating, not resolving

HubSpot's AI was built to help marketers and salespeople write copy. It was not built to understand and solve tricky customer support problems.

It can help an agent draft a polite, standard reply, but it can’t actually do what’s needed to fix an issue. It can’t dig through a customer's past conversations in Zendesk, check an order status in Shopify, and give a precise, helpful answer. It’s a rewriter, not a problem-solver; it can't escalate a ticket, add a specific tag, or route an issue to the right person.

Why you'll still need a human touch

Let's be real, AI-generated text can often sound a little... off. It usually lacks a true brand voice and can feel a bit generic. This means your team will still have to spend a fair amount of time editing for tone, accuracy, and nuance, which can chip away at the time you were supposed to be saving. This is especially true for technical or specialized topics where the AI might "hallucinate" and make things up, making a careful human touch non-negotiable.

HubSpot AI Rewrite pricing: What's the real cost?

So, let's talk money. While HubSpot does offer some free AI tools, the really useful features we've been discussing are locked away in their premium plans. And they can get pricey. These features are mostly bundled into the Professional and Enterprise tiers of the Marketing Hub.

To get them, you’re looking at the Marketing Hub Professional plan, which starts at $800 per month with an annual commitment. If you need more advanced capabilities, the Marketing Hub Enterprise plan starts at a hefty $3,600 per month.

And don’t forget the one-time onboarding fees, which are often in the fine print. You'll have to pay $3,000 for Professional and a massive $7,000 for Enterprise. This pricing can get out of hand quickly, especially for teams just looking to use AI to improve their support, not to invest in an entire marketing automation suite.

Beyond the HubSpot AI Rewrite: A better way to do AI support with eesel

If the limitations of a general-purpose tool like HubSpot's have you second-guessing, you're not the only one. It's why specialized platforms like eesel AI exist, to tackle these exact challenges for customer support and internal knowledge.

It connects all your knowledge

Unlike HubSpot, which is stuck in its own world, eesel was built to connect to everything. It integrates with all your sources of truth, your help desk like Zendesk or Freshdesk, your company wiki in Confluence, and your documents in Google Drive, to give answers based on the full picture.

It learns from your best work

eesel's AI doesn't just pull from a generic script. It actually trains on your past support tickets to learn your brand's voice and see what successful resolutions look like. It gives replies based on what has actually worked for your customers in the past.

Go live in minutes, with full control

Forget about mandatory demos and lengthy onboarding. eesel is built to be self-serve. You can connect your help desk and have a working AI agent in a few minutes, without ever having to talk to a salesperson. Plus, its simulation mode lets you safely test the AI on thousands of your past tickets, so you can see exactly how it will behave before it ever talks to a real customer.

Simple, predictable pricing

With eesel, you get clear, flexible plans without confusing per-resolution fees. This keeps your costs predictable and lets you scale without getting hit with a surprise bill.

Final thoughts on the HubSpot AI Rewrite: Choosing the right AI for the job

The HubSpot AI Rewrite feature is a solid tool for marketing and sales teams who are already all-in on the HubSpot platform. It’s great for speeding up content creation, brainstorming ideas, and getting more out of your existing assets.

But when you get to the tricky and vital job of automating customer support, its weaknesses become clear. It just doesn't have the deep integrations or the ability to take action that's needed to actually resolve tickets.

For businesses serious about automating support and freeing up their agents, a purpose-built platform like eesel AI is a much better fit. It really is about using the right tool for the job.

Give your support team an AI upgrade

If you're looking for an AI that does more than just rewrite sentences, one that actually solves tickets, connects all your knowledge, and works with the tools you already have, it might be time to check out eesel.

Get started for free in minutes or book a demo to see how eesel can transform your customer support.