How to Get Started Using ChatSpot and Content Assistant: The AI-Powered Apps from HubSpot

Written By Sean McGauley
April 18, 2023

When the world was first introduced to Open AI’s ChatGPT, there was a resounding wave of marketers and content creators doing a double-take…”Wait, what?!”

Marketers do a double-take at the launch of ChatGPT

ChatGPT is a large language model developed by OpenAI based on the GPT architecture. In other words, it’s a chatbot that utilizes machine learning to learn how to write and respond like a person by referencing a massive dataset that includes books, websites, and articles. The responses that it gives are so human-like that it’s a little scary! 

Seemingly overnight, families are talking about AI at the dinner table as ChatGPT quickly reached 100 million users in just two months, making it the fastest growing app ever. Now, social media feeds are flooded with articles and videos on all of the exciting use cases for marketing.

A chart showing how long it took top apps to hit 100M monthly users
Image source: With 100 Million Users In Just 2 Months, OpenAI’s ChatGPT Becomes The Fastest-Growing App In History

And the good news from the artificial intelligence (AI) front keeps getting better, as HubSpot introduced two new AI-powered tools leveraging ChatGPT: ChatSpot and Content Assistant.

In this post, we’ll learn how to get started using ChatSpot and Content Assistant. Plus, we’ll take a deeper look at these HubSpot tools, including:

Exploring HubSpot's AI tools - ChatSpot and Content Assistant

HubSpot’s ChatSpot and Content Assistant – What are these new tools?

HubSpot announced two new AI-powered tools for its users that tap into the power of ChatGPT.

  • Content Assistant is an app that helps marketing and sales teams leverage AI to ideate, create, and share content in minutes inside their HubSpot environment.
  • ChatSpot is a chat-based app that exists outside of your HubSpot environment that brings your HubSpot data, ChatGPT, and DALL-E together in order to perform a variety of exciting tasks.

Content Assistant and ChatSpot - Two New HubSpot Tools

Learn about HubSpot's AI tool - ChatSpot

What is ChatSpot from HubSpot?

HubSpot describes ChatSpot as a conversational CRM bot that sales, marketing, and service professionals can connect to HubSpot to maximize their productivity. Users can enter chat-based commands to accomplish tasks in HubSpot — even faster.

A graphic showing how HubSpot's ChatSpot works

ChatSpot connects to your HubSpot account and has a separate area outside of HubSpot where you can chat with ChatSpot and submit prompts. 

ChatSpot's Home Interface

ChatSpot’s Use Cases and Examples



ChatSpot brings the power of AI to your day-to-day marketing tasks in HubSpot. Manual tasks, like creating a contact, can now be passed off to ChatSpot. Plus, use it to run reports, send emails, and more. Seemingly endless opportunities!

ChatSpot doesn’t just generate text, but images too, through its connection to DALL-E. DALL-E is a powerful AI tool by OpenAI, the makers of ChatGPT, that is capable of creating unique images based on text-based prompts – no matter how crazy the idea! 

As marketers, we’re always on the hunt for unique images for our blog articles, web pages, and emails, but sometimes the stock photography sites just don’t have what you’re looking for. Rather than pay a photographer or illustrator, you can now use ChatSpot.

Much like ChatGPT, users all over the world have tried to push the limits of what DALL-E can do, and it’s nothing short of impressive! Like this example on Twitter generated from the text prompt, “A raccoon playing tennis at Wimbledon in the 1990s.

Example AI-generated image from DALL-E

There’s lots to love about ChatSpot’s features, but another exciting part is that it’s all powered through a separate interface outside of HubSpot. As a new app, it still may be too early to predict how this tool will be used. But, we think it makes an interesting landscape where organizations can have one or more HubSpot admins working inside of HubSpot while other less-experienced users interact with HubSpot on the outside through ChatSpot. 

Let’s say the sales team wants to add a new prospect. Instead of manually entering it into HubSpot, possibly missing some important data fields during entry, now, they can simply ask ChatSpot to add the prospect. Does the CEO want to know about the Q2 sales forecast? All she needs to do now is ask ChatSpot. Seamless and clean!

Six Ways to Use HubSpot's ChatSpot AI Tool
HubSpot suggests a few prompts to try:

  • Follow-up emails – example prompt: “Draft a thank you email for Montgomery Burns”
  • Status updates – example prompt: “How many contacts are in my database?”
  • Lead management – example prompt: “Add contact with a note: likes donuts” 
  • Prospecting – example prompt: “Find nuclear power companies in Springfield”
  • Generating Reports – example prompt: “Show me a report of our revenue in Q1”

Learn how to start using ChatSpot

How to get started with HubSpot’s ChatSpot in 5 easy steps

If you haven’t already, I would recommend checking out this demo video from HubSpot’s Founder and CTO, Dharmesh Shah(embedded below).

In the video, Dharmesh provides a great overview of ChatSpot in case you’re still wondering if this tool is a good fit for you. (Hint: It is!)




Ready to get started with the power of AI through ChatSpot? Here’s how you can start using it:

  1. Step 1: Visit HubSpot’s sign-up page here.
    HubSpot's ChatSpot Sign Up Page
  2. Step 2: Click “Start Chatting”
  3. Step 3: Sign up using your HubSpot login or Google login.
    Sign up for ChatSpot using your HubSpot or Google logins
  4. Step 4: Connect your HubSpot account to ChatSpot. Once logged in to ChatSpot, navigate to Settings, where you will see the option to Connect Account. This will bring up a box to approve HubSpot/OpenAI’s terms of use and policies. You will then be directed to log into your HubSpot and choose the account you’d like to connect.
    Choose your HubSpot account to connect to ChatSpot
  5. Step 5: Confirm and connect. ChatSpot will ask for your permission to manage and view your CRM data and manage and view your account settings. Agree to continue by clicking connect app.
    Connecting ChatSpot to Your HubSpot Account

Now you’re ready to start using ChatSpot. 

With ChatSpot, you can simplify your daily tasks -  Here's how

What is Content Assistant from HubSpot?

What is Content Assistant from HubSpot?

According to HubSpot, Content Assistant promises to natively integrate with the HubSpot products you know and love, allowing you to toggle between manual and AI content creation to generate copy for blog posts, landing pages, marketing emails, and more. Say goodbye to writer’s block, switching between different tools, or learning new ones.



I like to think of this tool as my handy content helper inside of HubSpot. For those moments of creativity block we all have – Content Assistant is there to lend a hand with generating new content or enhancing existing content based on your prompts.

What does Content Assistant do for new content?

At the time of writing this blog, Content Assistant can be used to generate new content for website pages, landing pages, blog posts, and sales emails only. To do so:

  1. Navigate to your content inside HubSpot.
  2. Click Create to start a new post.
  3. In your content editor, click a rich text section of your content.
  4. Type / to bring up the Content Assistant, then select a slash command:
    1. Generate ideas
    2. Generate outline
    3. Generate paragraph
  5. Within the dialog box, enter a Description of the content for Content Assistant to generate.
  6. Click Generate to create a new version of the prompt or Insert to add the generated text. 

What does Content Assistant do for existing content?

Content Assistant can be used for your existing pages (website/landing), blog posts, knowledge base articles, and marketing emails. To do so:

  1. Navigate to the existing content you want Content Assistant to work with inside of Hubspot.
  2. Click to Edit your content.
  3. In your content editor, click a rich text section of your content. Note: for Knowledge Base Articles, click the article body.
  4. Select the existing text you want to work on, then click the Content Assistant icon (lightning bolt icon) and select your command:
    1. Rephrase
    2. Expand
    3. Summarize
    4. Change tone
  5. Click Generate to create a new version of the prompt or Insert to add the generated text. 

Content Assistant Use Cases and Examples

Six Content Assistant Use Cases and Examples

There are many ways to use HubSpot’s Content Assistant, but here are a few of our favorites:

  • Brainstorming Blog Ideas: Need an idea for that next blog post? Unlock a flood of creative possibilities with Content Assistant.
  • Drafting Blog Outlines: Transform your blog writing process by using Content Assistant to generate comprehensive outlines that give your ideas structure and clarity.
  • Generating Copy: Experiencing writer’s block? Need some good copy quick? Content Assistant can boost your copywriting game by providing compelling text and ideas to help fill your copy needs.   
  • Writing Prospect Emails: Use Content Assistant to help you craft persuasive and effective prospect emails that convert.
  • Writing Marketing Emails: Bring the power of AI to your marketing emails by using Content Assistant to help create engaging marketing emails to drive conversions and sales. 
  • Amplifying Your Ideas: Start with just a simple idea and then use Content Assistant to expand and amplify your idea into paragraphs of text, blogs, and more. 

What are you waiting for? Try these example use cases for Content Assistant and then experiment with your own ideas. 

How to get statted with HubSpot's Content Assistant

How to get started with HubSpot’s Content Assistant

Are you ready to save time with AI? Then HubSpot’s Content Assistant is the tool for you. Utilizing the power of OpenAI’s ChatGPT, HubSpot’s Content Assistant integrates natively and is designed to help you ideate, create, and share content in a fraction of the time. Follow these simple steps to get started using it.

Note: At the time of writing this post, Content Assistant is in Private Beta.

  1. Step 1: Visit HubSpot’s sign-up page here..
  2. Step 2: Check your email for your confirmation from HubSpot
    You're on the waitlist for HubSpot's Content Assistant beta
  3. Step 3: Confirm your account to access Content Assistant. Add in your email and Hub ID and Confirm Account. Once submitted, look for your next steps from HubSpot in your email inbox.
    Confirm your account to access the Content Assistant beta
  4. Step 4: Check your email for your confirmation from HubSpot to start using Content Assistant.
    Start Using Content Assistant Now
  5. Step 5: Log into your HubSpot account.
  6. Step 6: View and accept HubSpot’s tutorial videos and introduction to Content Assistant.
    Introducing HubSpot's Content Assistant
  7. Now you’re ready to try out Content Assistant. You can use Content Assistant to create new content (works for pages, posts, and sales emails only) or improve your existing content (works for pages, posts, articles, and marketing emails only).

Content Assistant can be used to augment existing content or create something brand new! Your job just got a little easier when it comes to creating or refining your landing pages, blog posts, articles, and sales & marketing emails – now you have the power of artificial intelligence on your side!

Learn tips and best practices for using Artificial Intelligence

Tips and Best Practices for Using ChatSpot and Content Assistant

  • Verify Information and Sources: Always verify AI-generated content with reputable sources to ensure accuracy and reliability. While AI can generate ideas and content at a faster pace, it’s important to fact-check the information before publishing it. 
  • Refine, Edit, and Enrich: Refine and edit AI-generated content to ensure it aligns with your brand’s messaging and tone. While AI can generate ideas and text, it may not always capture the nuances and voice of your brand. Therefore, it’s essential to inject your brand’s personality and tone to build a connection with your audience and create a memorable impression. 
  • Balance AI-Written Content with Content Written by Humans: Balance AI-generated content with human-generated content to maintain a human touch and avoid sounding robotic. While AI-generated content can save time and resources, it’s important to mix it with content written by humans to maintain a balance and keep your audience engaged. AI-generated content will soon be everywhere as content creators begin to utilize the technology. But, what matters to search engines like Google is what’s always mattered – content that users want to read is prioritized, and search engines use metrics like time on page, page authority, backlinks, and more to ensure it’s giving users the very best. Therefore, it’s still just as important as ever to add personality to your writing and include aspects of content that you know your audience enjoys, like video and images, in order to stand out. 
  • Use Extra Care with Non-English Language: Use extra care when generating non-English language content with AI. While AI language models are continually improving, nuances of language can sometimes be difficult for AI to understand fully. As a result, extra care should be taken when generating non-English language content to ensure that it’s accurate and appropriate for the intended audience.
Sean McGauley

About the Author

Marketing is more challenging than it’s ever been - but, I’m committed to finding new and creative ways to succeed. By day, I’m a digital marketing enthusiast with a passion for connecting brands with their target audience. I have over a decade of experience in creating and executing successful campaigns with a proven track record. I specialize in Strategy, Copywriting, SEO, and social media marketing - always staying up-to-date with the latest industry trends and technologies. By night, you'll likely find me adventuring with family and friends. I enjoy nature, photography, mountain biking, fly fishing, and trying new foods. I want to connect with other like-minded professionals to learn from and work with.