How HubSpot’s new AI features are set to revolutionise content creation

Sep 20

As the hot topic of the year, AI played a huge role in HubSpot’s refresh. The platform’s latest AI features were recently presented at INBOUND 2023, HubSpot’s marketing and sales conference, and highlighted the switch in technologies that went from just having a cool factor, to actually revolutionising the way we work. And this is exactly what happened with HubSpot’s AI. From content creation, to streamlined operations and enhanced customer service – our Director of Consultancy, Technology and Innovation, Adam Leach, explores the exciting new AI features that have just been announced for the platform.

Across the entire platform, updates and new tools have been introduced to take advantage of the latest enhancements in artificial intelligence. For those in customer service, sales, operations and content creations, there are plenty of features to get excited about which will enhance the way you work.

Enhancing HubSpot platforms

For customer service professionals, HubSpot brings AI to the forefront of Service Hub. A conversation summary in the Inbox helps provide context without requiring the user to read every message. With this, conversations across all channels in active threads can now be summarised in a comment section – this means users can hand-off to an AI-generated conversation summary. Inbox also gets a content assistant, simplifying customer enquiry response by providing text editing, rewriting, shortening, expanding or tone adjustments.

A GPT-powered AI chatbot feature can handle support inquiries and direct them to support reps when needed. AI chatbot uses any uploaded public URL to answer “how to” support questions on your website via the chat functionality. Impressively, it does it without compromising user experience of the quality of support they receive – if the chatbot is uncertain of a response, it transfers the conversation to your support representatives. This enables teams to remain focused on essential tasks and be alerted when they are really needed.

As well as its chatbot, Inbound saw the announcement of ChatSpot, HubSpot’s AI-powered tool which provides teams with information that you can act on all in a conversational platform – this includes real-time insights from in-depth research and comprehensive keyword rankings. The tool provides useful prospecting functionality which retrieves company location data and more.

Additionally, HubSpot announced some free AI marketing asset creator assistants, which include rapid copy generation for landing pages, as well as LinkedIn and Facebook text ads. The social media features even provide three variants of copy to test for your next campaign.

In Sales Hub, users are able to pressure test forecasts rolled up from the team against HubSpot’s new AI forecasting tool. This uses historical sales to project future sales, and then continues to learn and improve based on current activity. Incredibly, AI-powered forecasting improves accuracy for teams to 95%+.

Streamlined operations with AI

HubSpot has introduced some AI innovations aimed at streamlining operations. These include:

AI-assisted report descriptions: Adding and editing descriptions on reports is now effortless, thanks to AI. This feature makes it easier to understand reports and gain insights quickly.
AI-generated reports: Answering business questions through reporting is now more accessible than ever, making building detailed reports a breeze.
AI-generated workflow descriptions: This tool simplifies the management of workflows at scale and eliminates the need for manual summarisation.

A whole new world of content creation

Speaking about HubSpot’s new AI features, Steven Groen, the company’s Solutions Engineer, said: “Realistically, so much more is coming to HubSpot now and we are going to get into a whole new world of content creation.”

And when it comes to content creation, the first game-changer for email marketers will be HubSpot’s AI subject line generator. This feature empowers creators to effortlessly generate captivating email subject lines for their campaigns. Another addition is AI-generated social copy, which allows marketers to seamlessly create posts within the blog editor using AI.

It’s not just the physical creation of assets, HubSpot’s AI-powered content ideas and assistance tools can also help marketers overcome writer's block and save time with fresh blog post ideas. These include a “content ideas generator”, which uses ChatGPT and keyword data from Semrush to come up with suggestions, evaluating topics for their potential to rank well on Google. The “AI content assistant” simplifies SEO-friendly title and meta description generation with a single click. Enhanced content creation across HubSpot includes the ability for content creators to generate blog outlines, paragraphs, ideas and conclusions within the blog editor.

Finally, for those building their online presence, HubSpot has introduced an AI website builder. It simplifies the website creation process, reducing the number of decisions required to get a single-page website up and running.

Expert assistance in using AI

With HubSpot greatly expanding its AI capabilities, it’s essential marketers taking advantage of these new technological innovations know how to use them in the right way. The experts at The Marketing Pod are here to help you and your colleagues use these tools in a way that enhances your marketing, so you can stay ahead of the competition. Contact us today to see how we can help.

Read more about HubSpot’s new features, here.