• by Colin Kirkland , March 6, 2023

In a move to “work smarter, not harder,” HubSpot is continuing to invest in artificial intelligence with the launch of Content Assistant and ChatSpot.ai, two new tools powered by OpenAI (the makers of the controversial ChatGPT chatbot).

According to the CRM platform, these tools are intended to create efficiencies for marketing, sales, and customer service professionals, boost productivity and build better connections.

Content Assistant is launching Monday in private beta. The product is intended to help sales teams create and share quality content in a matter of minutes -- “if not seconds” -- by suggesting blog titles related to a product or service, then writing a complete blog post outline, and then the blog content itself.

The company says Content Assistant also writes content for landing pages, website pages, sales and marketing emails, as well as “knowledge based articles” -- research-based essays that OpenAI has received widespread criticism for in recent weeks.

ChatSpot.ai is launching Monday in public alpha and aims to help HubSpot customers complete a variety of tasks -- adding contacts and companies to the company CRM, creating custom reports, and draft personalized sales emails -- using a natural-language chat-based user experience.

The introduction of these new tools follows HubSpot’s earlier investments in AI, which include conversation intelligence, data quality tooling, data enrichment, predictive AI and content optimization.

“We are experiencing a step-function change in the way people work,” says Andy Pitre, executive vice president of product at HubSpot. “Advances in AI also have the potential to change the way people use and interact with software.”

OpenAI's technology offerings have already been integrated into platforms across the tech industry, from giants like Google and Microsoft to lesser-known players like Idexo, an NFT platform that recently began using OpenAI to create prompt-generated NFTs on HubSpot (as well as Google Forms and Shopify) for marketers to use at different stages of the customer journey.