HubSpot AI tone suggestions: A complete 2025 guide

Let's be honest: using AI to scale your content and support can be a huge help, but it often comes with a hidden cost. That cost? Your brand's unique personality. When every automated response sounds like it was written by the same generic robot, that human connection you've worked so hard to build starts to fray. An inconsistent tone isn't just a little weird; it can genuinely hurt your brand.

Platforms like HubSpot are trying to fix this by building AI tools right into their system, especially with their "Brand Voice" and tone suggestion features. The promise is simple: keep your content on-brand, whether you're writing a blog post or a sales email.

But how well does it actually work in the real world? And is it the right solution for your whole team? This guide will walk you through what HubSpot AI tone suggestions are, how to use them, what they do well, and, most importantly, where they fall short when you need a consistent voice across your entire stack of tools.

What are HubSpot AI tone suggestions?

HubSpot AI tone suggestions are part of "Breeze," HubSpot's suite of built-in AI tools. The main idea is to help you create and stick to a consistent brand voice for all the content you make inside HubSpot.

Here’s the gist of how it works: you give the AI a piece of your own writing that you think perfectly captures your brand's style. The tool picks it apart to understand its vibe, things like personality (is it innovative, trustworthy, or witty?) and tone (is it informative, optimistic, or professional?).

A screenshot of the HubSpot AI tone suggestions feature in action, showing how it can rewrite text to match a specific brand voice.

Once your brand voice is set, you can use the AI assistant to either rewrite existing text or generate new content that fits that style. It’s available across a bunch of HubSpot tools, including the blog editor, email composer, and social media publisher. The whole point is to help you move away from generic AI-speak and inject your brand’s personality into everything, making sure you always sound like you.

How to set up and use HubSpot AI tone suggestions for your brand voice

Getting HubSpot's brand voice up and running is pretty simple, especially if your team already works out of HubSpot day-to-day. You just need to give the AI a good example to learn from and then start applying it.

Generating your brand voice from a sample

First things first, you have to teach the AI what you sound like. HubSpot keeps this part easy by letting you generate your voice from an existing piece of content.

Basically, you head over to the Branding section in your Account Defaults and click "Generate Brand Voice." You'll be asked to paste in a sample of writing that you feel really nails your brand's style. HubSpot suggests using at least 500 words, so a solid blog post or a detailed page from your website works perfectly. You’ll add a little context by telling it who the target audience was for that piece, and then let the AI work its magic. It analyzes the text and spits out a profile of your brand's personality and tone, which you can then save.

Applying your brand voice across different content types

With your brand voice saved, you can start using it to keep your content consistent. This is where the feature becomes really useful, letting you quickly adjust copy on the fly without having to rewrite everything by hand.

Here’s a quick look at where and how you can use it:

The key limitations of HubSpot AI tone suggestions

While HubSpot's tool is handy for keeping things consistent within its own world, its usefulness drops off the moment you step outside of it. Most teams, especially in customer support, rely on a bunch of different tools, and your brand voice needs to show up consistently in all of them. This is where you start to see the cracks.

A closed system: Limited to HubSpot

The biggest issue is that the brand voice you build in HubSpot is stuck in HubSpot. It only works on content created with HubSpot’s own marketing or sales tools.

But what about all the other places your team interacts with customers? Think about your dedicated help desk, whether it's Zendesk, Freshdesk, or Intercom. Or all the internal knowledge your team depends on in Confluence or Google Docs. Your brand voice needs to be consistent there, too.

This is where a tool like eesel AI works completely differently. Instead of locking your brand voice into one platform, eesel AI connects to all your different tools. It pulls together knowledge from your help desk, internal wikis, and documents to create one source of truth. This means that whether the AI is drafting a reply in Zendesk or answering a question in Slack, the tone and information are always consistent because it learns from everything, everywhere.

Learns from a single sample, not real conversations

HubSpot's AI figures out your entire brand personality based on one piece of writing you give it during setup. It's a decent start, but it's a bit like trying to understand someone's entire personality from a single essay they wrote in college.

This approach misses out on where your brand voice is most authentic: your team's real, successful customer conversations. The subtle way your best agents handle a tricky situation or explain a complicated feature just can't be captured in a single blog post.

eesel AI is built on a different philosophy. It trains directly on thousands of your team’s past helpdesk tickets and conversations. It doesn't learn from a theoretical document; it learns from the actual words your team used to solve real problems for real customers. This makes the AI's tone feel genuine, proven, and context-aware in a way that a single-sample system just can't replicate.

Focuses on outbound tone, not inbound analysis

Here's something HubSpot's tool just doesn't do: listen. A common request you'll see from HubSpot users is for an AI that can analyze the tone of incoming customer emails. Is this customer happy? Annoyed? Absolutely furious?

HubSpot's brand voice tool is all about helping you write with the right tone. It can make your message sound friendly or professional. But it can’t read a customer's message and tell you how they're feeling. That means you can't use it to automatically bump urgent tickets to the front of the line, flag an angry customer for a manager, or route issues based on sentiment.

This is a pretty big gap for any serious support team. For instance, the eesel AI Agent can instantly analyze the sentiment of incoming tickets. This lets it automatically tag urgent issues, escalate angry customers to a human agent, or just handle the simple, neutral requests on its own. It's not just about sounding right; it's about responding right.

Pricing for HubSpot AI tone suggestions

HubSpot’s AI tools, including Brand Voice, aren't something you can just buy on their own. They're bundled into the higher-tier plans, which means getting access usually involves a pretty big investment in their Professional or Enterprise packages.

To give you an idea of the cost, here’s a quick breakdown for the Marketing Hub, where these tools are most common:

• Marketing Hub Professional: This plan kicks off at $800 per month (billed annually). Along with the AI tools, you get things like omni-channel marketing automation and custom reporting. But there's also a mandatory, one-time Professional Onboarding fee of $3,000.

• Marketing Hub Enterprise: For bigger teams, this plan starts at $3,600 per month. It has everything in Professional plus more advanced features like multi-touch revenue attribution. The required Enterprise Onboarding fee for this tier is $7,000.

A screenshot of the HubSpot pricing page, illustrating the different tiers that include AI features.

It's also worth knowing that some AI actions use a system of "HubSpot Credits." While plans come with some credits, it can make your monthly costs a bit unpredictable if your usage suddenly spikes.

This all-in-one pricing model can work well if you're already all-in on HubSpot, but it’s a steep price if you're mainly looking for smart support automation.

In comparison, eesel AI's pricing is designed to be straightforward and predictable. Our plans are based on a simple monthly AI interaction count, and we never charge per resolution. That means no surprise bills after a busy month. You can even start with a flexible month-to-month plan without being locked into a long-term contract.

Should you use HubSpot AI tone suggestions for your AI brand voice?

So, what's the final verdict? HubSpot's AI tone suggestions are a decent tool for marketing and sales teams who live and breathe HubSpot. If your primary goal is to make sure your blog posts, landing pages, and marketing emails all sound consistent, it gets the job done.

But for teams that are serious about customer support, the limitations pop up pretty quickly. The tool is stuck in its own ecosystem, learns from a single document instead of your rich history of customer chats, and can't do crucial things like analyze customer sentiment.

If you want to build a consistent and authentic brand voice across your entire customer journey, from your website chatbot to your helpdesk to your internal Slack channels, you'll need a more specialized and connected solution. eesel AI plugs into all the tools you already use, learns from what actually works for your team, and delivers the automation you need to not only sound like you but also make your entire support operation run smoother.

Don't let your brand voice get trapped on one platform. See how eesel AI can bring all your knowledge together and automate your support in minutes.