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Great Tips on Using AI for Business Automation in HubSpot

February 24, 2026 | 7 minute read

New AI business tools are developing rapidly, and taking your first step toward integrating AI in your business automation can be overwhelming. With so many options, how do you know which products will work with your business and benefit your bottom line?

Coordinating AI tools across different providers can be inconvenient (and expensive). Instead of juggling different products, HubSpot helps companies thrive by bringing your marketing, sales and customer service together on one platform. With AI built directly into many of its features, HubSpot makes it easy for you to access high-quality AI to automate and optimize your business.

The other question is this: Is it worth using AI for business automation? When AI is used strategically, the effects speak for themselves; in fact, 74% of marketers report using AI, while 73% of salespeople report that AI increased their productivity. This means more effective campaigns, faster sales cycles and more thinking time for your time. AI is already shaping the future of marketing. Best practices are now emphasizing a focus on AEO (AI Engine Optimization), which ensures your content is optimized for how AI engines discover and deliver information. Even if you’re not using AI yet, it’s likely your competitors are, giving you all the more reason to get started.

What AI-powered automation tool should I start with?

The first step for picking AI automation features is to understand how your business is functioning. What are you great at? Where could your team use an extra boost? Maybe you’re looking for ways to maintain your customer service quality through rapid business growth, or maybe you want to speed up copywriting so your marketers can devote more time to strategizing.

When testing out AI features, clearly defining your goals and Key Performance Indicators (KPIs) will help narrow down what you’re looking for. Taking a strategic approach to AI adoption is crucial – Reuters found that companies with an AI strategy are twice as likely to experience revenue growth compared to competitors with no strategy. Remember to make your goals SMART (Specific, Measurable, Attainable, Relevant and Timely) to align your team and see best results.

A HubSpot Agency Partner can help you assess the efficiency of your business process across HubSpot, revealing seemingly subtle areas where AI enhancement would make a huge impact. HubSpot Agency Partners like Tangible Words are HubSpot experts. They know everything about HubSpot’s latest tools and technologies and can work with you to develop an AI automation strategy that meets your needs. Agency Partners can review your workflows, sales funnel and CRM, and can help you identify where integrating AI into your HubSpot experience will increase your growth.

Seven AI for Business Automation Tools to Test in HubSpot

So how can you use AI automation in HubSpot to optimize your business? Many of HubSpot’s built-in features are already powered by AI, while others can be accessed by adding HubSpot’s new AI assistants, called Breeze Agents, to your team. HubSpot seamlessly integrates many AI automation tools into one centralized software, making it easy to try them all.

Here are seven AI-powered business automation tools you can use to enhance your business in HubSpot:

Marketing Hub

Generate content: Features like the AI blog and email writers can help you write new marketing content quickly, while the content remix feature helps you repurpose your best existing assets.
Personalize content: Your HubSpot Breeze AI agent can also generate personalized marketing content from your contact segments.
Enhance SEO: SEO marketing software in HubSpot uses AI to flag technical SEO issues, optimize SEO keywords and generate reports about how your content ranks for top search terms.

Sales Hub

Assess deals: HubSpot uses AI to calculate a deal score (the probability that you’ll close an open deal), helping your team use time and resources wisely.
Analyze sales calls: Using Conversational Intelligence based in AI, HubSpot can record, transcribe and analyze your sales calls to identify themes, train your team and observe performance trends.

Service Hub

Optimize ticket pipelines: HubSpot’s AI Ticket Agent can analyze tickets, generate pipeline insights and automate customer request processes to improve ticket resolution by up to 58%.
Create chatbots: Using HubSpot, you can build a chatbot to connect with site visitors by answering questions, linking resources and providing support, based on chatflow rules created by you. Chatbots can also collect user info, introducing them to your CRM.

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Start small, test, and measure for best results

When introducing AI to your business automation process, consider starting out with the automation tools you’re most comfortable with and assessing their impact on your business performance. By measuring your Return on Investment (ROI) for small-but-mighty steps, you can build confidence to branch into bolder AI products.

Luckily, HubSpot already gathers data for the Content Metrics you’ll need to measure your ROI, and your HubSpot Agency Partner can help you make sense of the data. For example, if you’re testing the AI email generating feature, you could track email open and click-through rates, whereas for AI ticket automation, you might track ticket resolution times.

Treat each AI experiment as a learning opportunity: if it improves your process, scale it! And if it's not working out, you can either tweak your approach or try something new.

Adopting AI in business automation doesn’t have to be overwhelming. If you’re still not sure where to start on your AI journey, a HubSpot Agency Partner like Tangible Words can help. With seven HubSpot experts for the price of one, Tangible Words can help you identify impactful wins and sharpen your competitive edge.