How HubSpot’s ChatSpot, Automation and AI Drive Business Expansion

Written by
Neal Venter

ChatSpot is revolutionising the way that modern businesses operate. From streamlining operations to faster content creation, AI is rapidly becoming a must-have for modern businesses.

Today's business environment is fast-paced, and artificial intelligence (AI) has emerged as a transformative technology, revolutionising how organisations operate and grow. 

With its ability to automate processes, provide valuable insights, and optimise decision-making, AI has become a valuable tool in driving business strategies across industries.

This article will explore how HubSpot’s transformative automation and AI can contribute to growing businesses, unlocking efficiency, and fueling expansion in a dynamic and competitive market.


HubSpot’s revolutionary AI tool allows businesses to operate at a much higher level of efficiency and productivity.

HubSpot’s chatbot which shows us the days of “searching and filtering for the information” is nearly behind us.

GPT-4, HubSpot CRM, and DALL·E 2 are combined into one powerful package. Plus, ChatSpot integrates with Google Docs directly.

It’s the ideal solution for businesses that want to supercharge their efficiency and productivity.

The Importance of Automation and AI in Business

Automation and AI have become crucial elements in modern businesses. They offer numerous benefits that allow operations to become more streamlined and efficient

We haven’t even reached the full potential of AI just yet but here’s why this revolutionary technology is critical for your business:

  • Increased Efficiency: Automation eliminates manual and repetitive tasks, allowing your employees to focus on higher-value activities. By streamlining workflows and reducing human errors, businesses can achieve higher productivity and operational efficiency. 

  • Cost Savings: Automation reduces labour costs by replacing time-consuming manual processes with AI-powered systems. In addition, AI enables businesses to make data-driven decisions, which is critical if you’re striving for growth.

  • Enhanced Customer Experiences: AI-powered chatbots and customer service automation improve response times, personalise interactions, and offer round-the-clock support. This leads to enhanced customer satisfaction, increased loyalty, and higher retention rates.

  • Data-Driven Insights: AI algorithms can analyse large amounts of data accurately within seconds. This provides valuable insights into customer behaviour, market trends, and business performance. 

  • Scalability and Growth: Automation and AI enable businesses to scale their operations without significant increases in resources. Streamlining processes and leveraging AI-powered tools can help to reduce the strain on rapid expansion, both in terms of efficiency and market reach.

  • Competitive Advantage: Embracing automation and AI technology gives businesses a competitive edge. Those who adopt these tools early on can deliver faster, more personalised services, and adapt swiftly to changing market dynamics.

  • Innovation and Creativity: By automating repetitive tasks, employees have more time and mental space to focus on creative and strategic thinking. This promotes innovation, problem-solving, and the development of new products or services.

While artificial intelligence and automation can revolutionise your business, it’s not the ultimate solution to all of your problems.

In fact, AI comes with its own set of roadblocks and hiccups — this is important to keep in mind. AI tools need to be monitored and sense-checked all the time.

For example, there are some customer support queries that AI simply cannot find a solution to, so in some cases it might be better to deal with a human being rather than a robot.

Nevertheless, if you don’t understand AI or incorporate it into your business, you’ll be competing with businesses that are using AI to become more efficient and productive.

What is ChatSpot?

As far as AI tools go, there has been a surge of new platforms that have emerged recently. From ChatGPT to Midjourney, it’s hard to ignore how far the technology has come in recent years.

However, HubSpot has now also joined the industry with its own unique and powerful tool — ChatSpot.

ChatSpot is HubSpot’s take on the AI revolution. This powerful platform takes the innovations of GPT-4, HubSpot CRM, and DALL·E 2 rolling everything into one powerful package. On top of that, ChatSpot links directly to Google Docs and your HubSpot CRM.

This means that you get a generative AI platform that can create both text and images. Anything that ChatSpot produces can be integrated into Google Docs and HubSpot, which makes the content creation process much more streamlined and efficient.

So, is it a worthy rival to the leading AI tools? We tested the platform to find out.

ChatSpot Capabilities

ChatSpot has all the leading AI tools rolled into one. The generative AI can leverage text and image creation by combining the power of GPT-4 and DALL·E 2. 

But that’s not the most innovative feature that ChatSpot has. Unlike other AI tools, this one can hook up to HubSpot and Google Docs, allowing you to move anything you created into the platforms that your team uses.

ChatSpot can also access your HubSpot data, allowing you to quickly find anything you’re looking for — whether that’s details about a contact in your database or a project that you have been working on.

During our testing, we found that the system is not quite as clever as ChatGPT is in terms of inputs. You need to use very specific prompts to get the answer you’re looking for. In that sense, ChatSpot lacking in usability.

However, HubSpot has conveniently placed the most useful prompts on your dashboard. They’re also neatly organised into different categories, allowing you to quickly find what you’re looking for.

It’s an incredibly intuitive and innovative spin on the AI revolution in theory, but the most important part is how it works out in practice.

Research Companies

With the power of GPT-4, you can get ChatSpot to research any company that has information on the internet, or a company that is linked to your HubSpot database.

We asked ChatSpot to find information on MO Agency. It provided a great overview of our company with a short description, a location, details on our industry, and direct links to social media profiles.

The research tool on ChatSpot makes your exploration process much smoother, faster and more efficient than ever.

There are several other prompts that you can use under the “Research” category that will help you to get your information collated rapidly.

Find Keywords

You can use ChatSpot to help you out with your SEO and keyword research. The AI is great at cutting down the time it takes to find powerful keywords that you can target. 

We asked ChatSpot to give us keywords from MO Agency, and you can see the results below.

Content Creation

The most obvious use of ChatGPT has always been content creation. Although AI isn’t great at creating articles, it’s still a useful tool when it comes to rapid research on a topic, navigating around writer’s block, and even creating an outline for an article.

However, with GPT-4 built into ChatSpot, one of the prompts you can use is to create a first draft for your article. 

We got ChatSpot to draft an article on “ChatSpot vs. ChatGPT” within seconds. Overall the article is a great start, but it still needs some work and input from a human perspective.

Nevertheless, this prompt can cut your content creation time in half, which makes it incredibly useful if you’re on a tight deadline. 

With the draft article written up, you can save it as a Google Doc to work on it further, post it directly to HubSpot, or even create a podcast from it. 

This is a feature that is missing in other AI tools such as GPT-4, and that’s why this tool stands out above the rest.

Generating Images

With DALL·E 2 integrated into ChatSpot, you can ask the AI to create an image for you. This is a helpful feature, but the images it produces are not the greatest quality — Midjourney is still a better AI image creation tool.

We asked ChatSpot to generate an AI image for us. When using this prompt, you’re asked to enter a description of the image as well as an adjective. 

The image that ChatSpot produced wasn’t great and could use some improvement, but it’s still a good start.

Once again, this feature allows you to upload directly to HubSpot, but there’s no Google Doc integration here yet. You can also choose different image styles if you want to rework your image.

Other Interesting Prompts

Here are just a few other interesting prompts that you could use to get ChatSpot to streamline your daily operations:

  • Follow-up: “Draft a follow-up email to X Investor”
  • Quick status updates: “How many contacts do I have assigned to me?”
  • Lead management: “Add contact “
  • Prospecting: “Search for companies in X region, Y industry and Z company size”
  • Reporting: “Show me a quarterly summary of web visits for last year”
  • Forecasting: “List the deals closing this month with stage and forecasted revenue”

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Final Thoughts

AI and automation are quickly taking over the business landscape. Businesses need to adapt or risk falling behind others who are leveraging the power of AI. While most businesses are hopping onto tools like ChatGPT and DALL·E 2, HubSpot has paved the way with a brand new tool known as ChatSpot. This innovative tool rolls all the powerful AI tools into one platform, and it connects directly to Google Docs and your HubSpot account.

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