A complete guide to HubSpot AI Social in 2025

If you're in social media marketing, you know the drill. The pressure is always on to create a never-ending stream of fresh, engaging content. To help teams on that hamster wheel, HubSpot has built a set of AI tools right into its platform, known as HubSpot AI Social. The promise is simple: automate content creation, sharpen your strategy, and win back some precious hours in your day.

But does it deliver? This guide will give you a straight-up look at what HubSpot's AI can do for your social media. We'll walk through its main features, untangle the pricing, and talk about the limitations you should know before you dive in. We’ll also look at some other options that might give your team a bit more flexibility.

What is HubSpot AI Social?

First things first, HubSpot AI Social isn't a single, standalone product. It’s more like a toolkit of AI features baked into the HubSpot Marketing Hub. Under the brand name "Breeze," these tools are meant to help with the entire social media workflow, from brainstorming ideas to looking at the results.

The main parts you'll be working with are:

• Breeze Social Media Agent: Think of this as an AI assistant that looks at your performance data and general best practices to suggest a content strategy. It’ll come with post ideas and tell you the best times to schedule them.

• AI Social Media Post Generator: This is your go-to for beating writer's block. You give it a simple prompt, and it spits out social media posts, helping you create content much faster.

• AI Social Media Caption Generator: This feature zeroes in on writing catchy captions that fit your brand’s personality, complete with hashtags and emojis.

These tools pull data from your HubSpot CRM, blog, and website to create content that feels relevant. The goal is to make everything feel seamless if you're already living and breathing in the HubSpot ecosystem.

What can HubSpot AI Social actually do?

HubSpot's AI social tools are built to lend a hand at every stage of a campaign. They're woven directly into the social publishing and campaign tools, so everything happens in one place.

Using HubSpot AI Social for writing posts and captions

The most immediate perk of HubSpot AI Social is its ability to just write stuff for you. Using the "Breeze Assistant" in the social composer, you can type in a simple idea and get back full posts and captions designed for platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter).

Here's what that looks like in practice:

• Brainstorming help: You can create posts from scratch just by describing a topic, a new sale, or an upcoming event.

• Quick edits: Need to tweak something you’ve already written? The AI can rewrite, shorten, or expand your text to fit different channels.

• Tone shifting: With a click, you can change your copy’s tone to be more professional, witty, or friendly, making sure it always sounds like your brand.

• Hashtags and emojis: The AI also suggests relevant hashtags and emojis to hopefully boost your visibility and engagement.

This is all pretty handy, but the AI's creativity is tied to the data inside your HubSpot portal. If your detailed product guides or brand voice rules are tucked away in external tools like Confluence or Google Docs, the AI can’t see them. That might limit how deep and accurate the generated content can be.

The Breeze Social Media Agent for a more automated approach

The Breeze Social Media Agent tries to take things a step further by helping automate your actual strategy. It acts like a semi-independent assistant, looking at your past social media wins, company info, and general marketing advice to suggest new content for you.

It can handle a few key things:

• Content planning: It can generate a calendar of suggested posts for the next 30 days, based on things like upcoming holidays or trends.

• Smart scheduling: The agent figures out the best days and times to post to get your content in front of the most people.

• Human oversight: Nothing goes live without your say-so. All AI-generated posts are just suggestions, giving you the final word to edit, approve, or toss them out.

This is great for teams who struggle to post consistently, but the automation follows HubSpot's own internal rules. If your team needs more precise control, it can feel a bit rigid. In contrast, a tool like eesel AI gives you a fully customizable workflow engine. You get to decide exactly what the AI does and what actions it can take, which lets you build a more tailored automation system.

Using data to optimize and repurpose

HubSpot AI Social is connected directly to your analytics, so it can learn from what works and what doesn't. It also has some neat features for getting more mileage out of your existing content.

• Smarter suggestions: The Social Agent uses data from your top-performing posts to guide its future content ideas.

• Blog-to-social magic: You can automatically turn a single HubSpot blog post into several different social media posts, which makes promoting your long-form content a breeze.

This tight integration is a huge plus for teams all-in on HubSpot. But it also shows the platform's "walled garden" design. The AI only knows what's inside HubSpot, so it can't learn from all the useful information living in the other apps your business uses every day.

The catch: Limitations of a platform-native AI

While having everything in one place is convenient, it's also the biggest drawback of HubSpot AI Social. The AI is only as smart as the data you feed it within HubSpot, and for many companies, that’s a real problem.

The "walled garden" problem

HubSpot's AI can learn from your CRM data, but it can't read your internal wiki in Notion, your product specs in Google Docs, or your customer support knowledge base in Zendesk. This means you either have to copy-paste information into HubSpot constantly or just accept that your social media AI is working with one hand tied behind its back.

This is where a tool like eesel AI takes a completely different path. It's built to connect all your different apps and knowledge sources, from helpdesks to wikis, creating one single source of truth. It then plugs that complete knowledge into the tools you already use, giving your team an AI that actually understands your whole business, not just the marketing bits.

Rigid automation without much customization

The Breeze Social Media Agent is helpful, but you can’t really tinker with it. You can say yes or no to its suggestions, but you don't have much control over the logic it uses to create them in the first place.

A more advanced system puts you in the driver's seat. With eesel AI's prompt editor, for example, you can define the AI's exact tone, personality, and how it should handle certain situations. You can build custom actions that let the AI look up information from other systems or perform specific tasks, moving way beyond simple content creation.

The challenge of deploying with confidence

With HubSpot's AI, you test it by using it live. For businesses that need to be careful about brand safety and accuracy, that can feel a bit risky. One of the best things about a platform like eesel AI is its simulation mode. You can test your AI setup on thousands of your past customer interactions in a safe, sandboxed environment. This lets you see exactly how it will perform and fine-tune its behavior before it ever posts on your behalf.

How much does HubSpot AI Social cost?

Getting access to HubSpot's AI social media tools means you have to subscribe to the Marketing Hub, and they aren't included in the free or Starter plans. This is a big deal for any team thinking about it, because the price tag can get pretty hefty.

Here’s a look at the plans that include the Breeze Social Media Agent and other AI social features:

Plan	Starting Price (Annual Commitment)	Key Features for Social AI
Professional	$800 / month	Includes Breeze social post agent (Beta), omni-channel marketing automation, social media management for up to 50 accounts.
Enterprise	$3,600 / month	Includes everything in Professional, plus advanced features like multi-touch revenue attribution and customer journey analytics. Supports up to 300 social accounts.

This pricing is from HubSpot's official page in late 2024 and could change. You'll also need to pay for onboarding, which starts at $3,000 for Professional and $7,000 for Enterprise.

The main takeaway here is that you can't just buy the AI social tools by themselves. They come bundled with a massive marketing platform. If your team only needs AI to help with social media, you’ll be paying for a ton of features you might never touch.

This all-in-one approach is very different from the clear, flexible pricing of specialized AI platforms. For instance, eesel AI has straightforward plans based on what you use, with no hidden fees or mandatory annual contracts on its monthly plans. It lets you bring powerful AI into your workflow without having to buy into an expensive, monolithic software suite.

The verdict: Is HubSpot AI Social right for you?

So, is HubSpot AI Social the right move for your team? The answer really comes down to the tools and workflows you already have in place.

HubSpot AI Social is probably a great fit if:

• Your company is already running on HubSpot (using its CRM, Blog, Service Hub, etc.).

• You love the convenience of having all your marketing tools under one roof.

• Your main goal is to speed up content creation and scheduling, and you're fine with the automation it offers out of the box.

However, you might want to look at other options if:

• Your company's knowledge is scattered across different platforms like Confluence, Google Workspace, Slack, or a helpdesk that isn't HubSpot.

• You need fine-grained control over how your AI behaves, with customizable workflows and actions.

• You want to test how an AI will perform before you let it loose.

• You're looking for a powerful, specialized AI tool without committing to an expensive, all-in-one marketing platform.

For teams in that second group, a tool like eesel AI is a more flexible and powerful alternative. It's built to bring all your scattered knowledge together and plug right into the tools you're already using, not force you to switch. With its self-serve setup, powerful simulation features, and transparent pricing, you can get sophisticated AI automation up and running in minutes, not months.

This video demonstrates how to use HubSpot's AI tools to turn a single idea into a week's worth of social media content.