HubSpot AI Features Marketing Leaders Should Be Using Today

These tools aren’t just tacked-on features. HubSpot’s AI is embedded directly into the workflows you already use, giving you faster ways to write, smarter ways to personalize, and clearer insights to guide strategy without adding complexity.

What Can HubSpot AI Actually Do for You?

If you’ve been wondering whether AI can actually improve your day-to-day marketing, here’s what it looks like in action. From content creation to reporting, these six tools are helping teams move faster, work smarter, and drive better results inside the HubSpot platform.

Let’s break them down.

1. Content Assistant

HubSpot’s Content Assistant empowers teams to scale content operations without sacrificing quality. While external AI tools like ChatGPT can assist with ideation, they require copy-pasting, formatting, and adapting across platforms.

Content Assistant is built directly into HubSpot's ecosystem, allowing marketing teams to produce content within their existing workflows.

Use it to:

• Accelerate production timelines – Draft emails, blogs, landing pages, and CTAs in minutes. AI adapts to brand tone and campaign goals.

• Enhance cross-channel consistency – Maintain unified messaging across email, blog, and web assets without leaving HubSpot.

• Support SEO and campaign alignment – Generate outlines, meta descriptions, and keyword-rich content ideas based on campaign intent. 

We’ve seen organizations cut time-to-publish by over 40% when using Content Assistant strategically. It doesn’t replace your voice - it helps your team express it faster, more consistently, and at scale.

2. AI Email Writer

Email remains one of the most direct and measurable ways to engage prospects and customers but its effectiveness hinges on strategic execution. HubSpot’s AI Email Writer is designed to help marketing teams deliver targeted, effective emails faster.

This tool is especially powerful when integrated with smart lists, personalization tokens, and automation.

Use it to:

• Build structured nurture series – Draft multi-email campaigns for onboarding, re-engagement, or product education with consistent tone and pacing.

• Test faster and smarter – Quickly generate variants for subject lines, preview text, and CTAs to feed A/B tests and performance benchmarking.

• Maintain alignment across teams – Ensure messaging stays consistent with sales and product narratives, especially in fast-moving launches.

Clients using this feature report saving 30–50% of the time typically spent on email production, with stronger engagement rates across mid-funnel campaigns. It turns email from a time sink into a performance lever.

3. Smart Content & Adaptive Testing

Personalization is only effective when it’s done strategically. HubSpot’s Smart Content and Adaptive Testing features allow teams to create targeted experiences that evolve based on engagement, behavior, or lifecycle stage and do so at scale.

Use it to:

• Deliver persona-based content – Tailor headlines, CTAs, and copy to match audience segments without duplicating pages.

• Optimize without guesswork – Use Adaptive Testing to automatically serve the highest-performing variant from up to five page versions.

• Maximize every impression – Deploy dynamic content across emails, landing pages, and blogs to improve relevance and reduce bounce rates.

Most teams forget to test different CTA styles or use smart content based on lifecycle stage. When used strategically, this AI-powered personalization can increase conversion rates by up to 20%.

4. Predictive Lead Scoring

Lead scoring should evolve with your pipeline. HubSpot’s Predictive Lead Scoring replaces static, manually weighted models with data-driven insights that adapt in real time. It evaluates behavioral signals, CRM attributes, and historical data to prioritize leads that are most likely to convert.

This tool helps bridge the gap between marketing and sales by adding intelligence to your pipeline qualification process, giving sales leaders clearer visibility into lead quality and helping prioritize outreach more effectively.

Use it to:

• Automate qualification – Streamline sales outreach by flagging high-scoring leads based on engagement and profile fit.

• Drive intelligent handoffs – Set up workflows that notify reps the moment a lead meets conversion thresholds.

• Identify funnel gaps – Use score trends to adjust campaign messaging, asset focus, or retargeting logic.

We've helped clients reduce lead response time and increase MQL-to-SQL conversion rates by aligning sales efforts with predictive scoring. When lead prioritization is based on outcomes instead of assumptions, pipeline becomes more efficient and more predictable - whether you’re in tech, healthcare, or manufacturing, where complex sales cycles require precise targeting.

5. Breeze Copilot (Formerly Chatspot)

Breeze Copilot brings conversational AI to the HubSpot CRM, offering fast access to insights without the need for filters, reports, or dashboards. For busy marketing managers or analysts, it eliminates hours of manual work.

Use it to:

• Access campaign performance instantly – Ask for lead sources, landing page conversions, or email open rates and get answers in seconds.

• Generate content ideas with context – Pull keyword trends, SEO suggestions, or blog topics based on actual portal performance.

• Support cross-functional collaboration – Share insights or assets directly without generating complex reports.

This tool becomes especially valuable in fast-paced teams managing multiple product lines or business units. It democratizes data access and enables faster, smarter decisions - even for non-technical users.

6. AI-Powered Reports & Forecasting

HubSpot’s AI-powered Reports & Forecasting transforms the way inbound marketing teams move from insight to action. Instead of relying on retrospective metrics, this feature proactively identifies trends, performance gaps, and opportunities for improvement using machine learning and behavioral data.

For marketing leaders, it means faster, more informed decision-making across every layer of inbound marketing strategy and campaign planning.

Use it to:

• Identify performance trends early – Spot underperforming channels or campaign fatigue before it impacts ROI.

• Forecast outcomes with accuracy – Predict lead flow, deal velocity, and campaign impact based on historical data.

• Inform strategic planning – Use dashboards to drive quarterly planning, investment decisions, and resource allocation.

For our clients, this capability has redefined how marketing reports are presented and acted upon. Instead of relying solely on lagging indicators, leadership teams now have access to real-time performance signals and forward-looking forecasts.

This shift enables faster pivots, more precise budget planning, and stronger alignment between marketing and executive priorities.

Closing Thoughts: The Advantage of Smarter Marketing Starts Here

HubSpot AI isn’t a bolt-on solution. It’s infrastructure for modern marketing teams who need to scale output, personalize experiences, and deliver performance with speed and accuracy.

Want help applying these AI features in your own portal?

At Vested, we don’t just talk about AI adoption. We implement it. We train teams to use it. And we build systems that evolve with it.

Book a strategy call with us to explore how we implement AI for marketing teams using HubSpot!