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MarTech » Marketing technology » HubSpot » How to use HubSpot’s AI tools in your sales and marketing
HubSpot has been rolling out new generative AI features. The company has introduced two AI-powered tools, Content Assistant and ChatSpot, to “help customers save time while creating better connections with their audiences.” Here we take a deeper dive into Content Assistant and explain how to get the most out of ChatSpot.
A notable difference between HubSpot’s Content Assistant and ChatGPT is its line-level and paragraph-level text generation. Rather than letting you produce an entire blog at once (which tends to yield generic, derivative content at best), HubSpot forces you to generate them in smaller segments.
This requires you to be clearer about the type of content you want, leading to better quality content and results.
So how might you use HubSpot’s Content Assistant?
Content generation is new and exciting, but don’t get fixated on the first few things you discover. To make your organization more efficient and effective, you need to start thinking a bit creatively. Get resourceful about how else you can apply these tools (even if it takes a bit more upfront work than you’d like).
ChatSpot started as a passion project by HubSpot CTO Dharmesh Shah. It’s designed to improve everyday workflows, provide unique insights and personalize interactions, making it a powerful tool for marketing and sales teams. It enables users to talk to HubSpot like a person rather than a machine.
While ChatSpot is helpful for anyone using the platform, it makes HubSpot especially easy for an intermediate user who understands the types of things they want from HubSpot but don’t always know the exact processes to make it happen. Or they know the processes but don’t want to go through the hassle. 
For marketing and sales teams, ChatSpot can be a game-changer. Here’s how:
As with content generation, the full potential of ChatSpot won’t be obvious until you really start using it. As you try different things and understand how it works, consider some of the following:
MOps leaders have an opportunity to drive the adoption of AI tools like Content Assistant and ChatSpot within their organizations. 
Here are some tips for driving AI usage on your team and boosting productivity in the process:
AI is not just about working faster and cranking up the output. It’s about working smarter and using that new time to be more intentional and strategic. 
“Why am I sending this email? Do I really need this workflow? Who am I writing this blog post for? How will it benefit them? How will that move us towards our goals?”
Jumping on the AI bandwagon just to crank up the output is not a good strategy. We’ve got to ensure these shiny new AI tools help us move toward organizational goals rather than scale our ability to churn out trash and document processes that aren’t worthwhile.
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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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