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    Home » Digital Marketing
    Digital Marketing

    Here’s exactly how the HubSpot blog team uses AI

    YGLukBy YGLukOctober 7, 2025No Comments16 Mins Read
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    I’m going to be actual with you: I’m exhausted. We blinked, and it felt like all the things was run by synthetic intelligence (AI). I’m being dramatic, in fact, however AI is transforming how we work, play, and reside quicker than any tech I’ve seen in my decade-long advertising and marketing profession.

    With so many adjustments and unknowns, it’s been overwhelming even for the seasoned entrepreneurs and writers right here at HubSpot. However the extra we study, the extra we notice AI would not should be the enemy of content material writers.

    When used as a considerate addition to a human-led content creation process, AI generally is a highly effective instrument that helps us all work quicker and smarter – with out sacrificing our human contact.

    Right here on the HubSpot weblog staff, we have been experimenting with AI for some time now, and, like everybody, we’re nonetheless figuring it out.

    However we have additionally uncovered some thrilling use instances which have streamlined a few of our extra time-intensive workflows, improved our output, and given us time again for deeper matter analysis.

    We’re not about gatekeeping, so let’s discuss by how we’ve introduced AI into our writing course of.

    How HubSpot Bloggers Use AI in Their Writing Course of

    Step 1: We use AI to interrupt by inventive blocks and generate concepts.

    Each nice article begins with a spark of inspiration. Typically the concepts stream freely; different instances, we want assist getting off the bottom. That is the place our relationship with AI begins.

    I’ve penned round 800 articles as a content material marketer, and even I nonetheless get author’s block. Once I had hassle up to now, I’d chat with teammates for ideas and concepts. However working remotely, there are fewer alternatives to speak casually like this.

    Whereas AI cannot substitute chats with teammates, it has been a game-changer once I need assist fleshing out an concept or eager about the way to method a subject. 

    “Once I’m planning matters to cowl, AI is an extremely useful brainstorming buddy,” shares Fellow HubSpotter Caroline Forsey.

    “I simply throw an concept or perhaps a common matter in a chat, and it kicks again angles, subtopics, and even potential titles. I don’t use its strategies verbatim. However beginning off with that inventive spark saves me hours on ideation, letting the human staff layer in voice and nuance from the get-go.”

    I couldn’t agree extra.

    Just lately, I used to be arising with matters for HubSpot’s Breaking the Blueprint column, and had some hassle getting began. I tagged ChatGPT in for some assist, prompting:

    “I‘m brainstorming article matters for a weblog targeted on giving entrepreneurs and enterprise professionals from underrepresented teams recommendation and data they should know. I wish to goal particular matters and considerations which might be distinctive to those teams. I’d additionally like to the touch upon matters associated to the evolving position of AI on society and enterprise. Are you able to give me some concepts?”

    This is a peek at its response:

    screenshot showing an example of how a hubspot writer might use ai to brainstorm topics

    From there, I workshopped the strategies after which met with a colleague to finalize the matters that finest suited our viewers.

    Like I stated, AI doesn‘t totally substitute bouncing concepts off a colleague, however it might probably present a promising start line whenever you’re caught. This bought my inventive juices flowing, and that’s all I wanted. As soon as we’ve got our path, it is time to dive into analysis.

    Step 2: We energy our analysis with AI as an info assistant.

    With our matter and angle outlined, we have to perceive our topic in and out. That is the place AI turns into our analysis powerhouse.

    As a content material marketer and editor, my prime concern is all the time high quality and accuracy. I wish to be sure the knowledge I put in entrance of any viewers is effective and reliable. Meaning plenty of analysis, and good research takes time.

    Generative AI may also help exponentially right here with its capacity to assemble and summarize info from a number of sources, typically in seconds. In truth, 47% of marketers report utilizing AI for analysis already.

    In the case of my very own analysis course of, I now not should filter by pages and pages of Google outcomes to search out the knowledge I want. As an alternative, AI does a lot of the heavy attempting to find me and wraps it up into a pleasant, easy-to-understand bundle. It doesn’t simply give me a useful resource that would possibly reply my query like a search engine; it offers me a solution straight.

    Forsey additionally sees the benefits of using AI for content material analysis.

    She recollects, “As soon as, I wanted to put in writing a submit — mockingly — in regards to the differences between ChatGPT, Google‘s Bard [now Gemini], and Bing’s AI-powered search engine. So, I requested ChatGPT: ’Are you able to inform me the variations between ChatGPT, Google‘s Bard, and Bing’s AI-powered search engine? Please put the professionals and cons in a desk format.’”

    Shortly after, Caroline bought again an in depth chart illustrating precisely what she wished in just a few quick paragraphs:

    screenshot showing an example of how a hubspot writer might use ai to research topics

    Kaitlin Milliken, Senior Program Supervisor for our Freelance Author Community, considers AI a giant a part of her analysis course of as nicely. She shares the way it’s helped her distill details about HubSpot merchandise when writing.

    “After we write about merchandise, I will ask AI to elucidate in additional element what makes a sure product distinctive, and it offers me a listing of specifics that may assist inform my writing/modifying.”

    The end result? Utilizing AI for content material analysis and evaluation has helped us dig deeper and uncover angles and understandings we could have missed or taken extra time to return throughout with out it. Now comes the precise writing.

    Step 3: We collaborate with AI on tough outlines and messy first drafts.

    Right here‘s the place issues get fascinating. We don’t simply analysis and brainstorm with AI — we really let it assist us write. However there are parameters to our method.

    The HubSpot weblog staff doesn’t simply copy, paste, and publish AI-generated content material. Somewhat, we use AI as a jumping-off level — that messy first draft to gas concepts.

    One of many large causes individuals learn HubSpot articles is to study from real-life entrepreneurs, gross sales, and repair individuals. They need skilled, verified examples and accounts of what works and what doesn’t.

    That sort of human experience doesn’t come from AI. Human judgment and storytelling can’t be replicated. AI can’t produce lived information, expertise, and insights, however it might probably rapidly collect preliminary, common info for our writers and editors to construct right into a ultimate piece.

    Our writers use AI to avoid wasting time, notably for extra common, instructional articles. Many, together with myself, use AI to draft the extra easy sections of weblog posts to allow them to concentrate on extra impactful ones.

    As an illustration, I’ve typically turned to AI to draft conclusions in latest months. With the majority of my article content material finalized, I pop into ChatGPT and ask it to draft a conclusion that matches the tone and concepts shared. From there, I refine and edit to my liking.

    graphic showcasing a quote about using ai to draft introductions and conclusions from hubspot writer tristen taylor

    HubSpot author Tristen Taylor additionally makes use of AI for weblog intros and conclusions. She explains:

    “Earlier than utilizing AI, I typically discovered myself rewriting introductions and conclusion paragraphs a number of instances. Now that I’ve entry to those instruments, my time for finishing weblog articles has been lower down tremendously. AI can seize the subject, intent, and focused key phrases I want by refined AI prompts.”

    She provides, “It additionally permits me to refocus on the content material or info of worth that readers are searching for, as a substitute of ruminating over small particulars originally or finish.”

    Our staff has used AI in our inventive temporary and outlining course of for over a yr, and we‘ve began experimenting with AI-generated first drafts. Up to now, we’ve discovered AI drafting to be a useful time-saving measure for some matters, although not all.

    For extra common matters, similar to “what’s” and “the way to’s,” it frees up extra of our writers‘ and editors’ time to talk with different consultants, collect distinctive examples and case research, and “humanize” extra generic matters general, however AI can’t provide the unique concepts wanted for op-eds and thought management items.

    Learn: How to Humanize AI Content So It Will Rank, Engage, and Get Shared in 2025

    graphic showcasing a quote about using ai to get content organized from hubspot writer and marketer ramona sukhraj

    That is the place our philosophy comes into play: “AI assists, people lead.” AI helps ideation, drafting, and iteration — however individuals make the ultimate name. AI gathers the items; we put collectively the puzzle. We by no means publish AI-generated content material with out considerate human editorial oversight.

    Learn more about our AI principles here.

    Step 4: We use AI to investigate information and uncover insights.

    Numbers don‘t lie. They add credibility to our articles, however they don’t all the time inform their story clearly both. This is how AI helps us make sense of our information.

    Numbers aren’t my sturdy go well with. When confronted with survey information or efficiency analytics, my head spins a bit, so when the prospect of utilizing AI for information evaluation happened, I couldn’t have been extra excited.

    Earlier this yr, I examined this use case for our State of Inclusive Marketing 2025 report. ChatGPT lets you add spreadsheets, so I connected the file and requested it to offer me essentially the most vital traits coming by the info.

    screenshot showing an example of how a hubspot writer might use ai to analyze data from a spreadsheet.

    Initially, the agent simply returned a simplified spreadsheet (womp), however once I requested that it clarify the qualitative traits in paragraph type, right here’s what I bought:

    screenshot showing an example of how a hubspot writer might use ai to analyze data from a spreadsheet into qualitative trends.

    Might I’ve distilled these traits with out the assistance of AI? Sure — however not within the minute or two it took ChatGPT.

    Senior Employees Author and Web site Editor Amy Rigby echoes this, reflecting on analyzing information for our website marketing report.

    “LLMs are extremely highly effective at figuring out patterns in information, particularly ChatGPT’s o3 mannequin. I used ChatGPT to assist me spotlight traits and additional section our web site advertising and marketing survey information, leading to a a lot deeper, richer report. I used to get annoyed with ChatGPT as a result of its math was ceaselessly incorrect, however the o3 model has tremendously improved.”

    Whereas it’s tempting simply to take the traits AI finds and run, double-check them. As we all know, AI could make errors and make issues up. That is the biggest challenge marketers report going through with AI, so take the time to spot-check your information to make sure the agent didn’t take any liberties.

    (Be aware: OpenAI simply launched GPT 5, so hopefully, it’s improved on this space.)

    Step 5: We experiment with AI-generated visuals to reinforce our content material.

    Nice phrases deserve nice visuals. This is how we use AI to create compelling imagery and interactive components that will in any other case be out of attain.

    So, I fancy myself a eager self-taught graphic designer, however writing stays my first and most refined ability. Whereas written content material nonetheless issues, consumer content consumption habits and shopping for habits more and more demand extra visible and interactive mediums like movies, infographics, and quizzes.

    This sort of superior content material is out of attain for me and entrepreneurs with restricted design and growth abilities.

    Fortunately, many AI instruments can be found now to assist us. In truth, our AI Trends for Marketers report discovered that picture and design turbines are tied with common chatbots for the preferred AI instrument entrepreneurs use.

    bar chart showing the most common types of ai tools used by marketers with chatbots topping the list.

    Source

    Senior advertising and marketing supervisor and AI blogger Martina Bretous showcases generative AI’s prowess on this space in her collection “Is it Real or AI?”

    In it, she crafts quite a lot of multimedia content material (i.e., video, audio, images) utilizing AI and challenges readers to see if they will establish them. As an illustration, this video of a fantastic yellow hen she featured was AI-generated on PikaLabs.

    Spectacular, proper? I additionally used ChatGPT to create this extremely particular featured picture of a piggy financial institution representing a Fb funds.

    screenshot showing a blog featured image the author created using ai

    Source

    General, AI helps us create visible components that may really improve the expertise of our content material and make the ideas simpler to know. There are tons of strong AI video and AI image generators, together with HubSpot’s Breeze, that you need to use to do the identical.

    Step 6: We use AI as a top quality management verify.

    Earlier than any piece goes reside, it goes by our modifying course of. And sure, AI performs a task right here too — however not in the best way you would possibly count on.

    Whether or not we notice it or not, we’ve been utilizing AI for proofreading and modifying for many years.

    Give it some thought: spell and grammar verify on Microsoft Phrase and Google Docs, “autocorrect” on iPhone, Grammarly — even non-writers depend on these instruments to reduce misspelled phrases and grammar points that would come off as negligent or unprofessional.

    At present, this has simply gotten extra superior.

    “Individuals are rightfully involved about AI’s potential to hallucinate in modifying, however one factor that will get misplaced within the debate is that people make errors, too,” displays Rigby.

    In latest months, she has turned to AI brokers as proofreaders and even editors for her articles.

    She continues, “Each author is aware of the expertise of being too near their very own work to see it clearly or being in such a rush to fulfill a deadline that they miss one thing. So, along with human editorial oversight, I see LLMs as one other set of eyes, an additional layer of verification.”

    graphic showcasing a quote about using ai to edit and proofread content from hubspot writer amy rigby.

    “I fact-check all of my articles, however for extra assurance, I generally run them by ChatGPT or Claude and ask the AI to flag any errors, which I can then take a look at extra carefully. AI typically does catch typos and errors that I missed.”

    She doesn’t simply cease at grammar and spelling. Rigby recommends asking brokers for suggestions on even the way to enhance your writing.

    She says, “I generally ask AI to critique my work, poke holes in my logic, and level out weaknesses I could not have seen.”

    I wish to immediate it with one thing like, ‘Suppose like a digital marketer who will learn this piece to determine which software program to purchase. What considerations would they’ve after studying this? What questions would come up that weren’t answered within the piece?” This helps me return and re-examine and strengthen my arguments.”

    Rigby has additionally constructed a customized GPT known as StyleScout for our staff’s inside use, which helps writers rapidly scan their drafts for fashion inconsistencies. This was as simple as importing our inside fashion guides to the GPT and letting AI deal with the remaining to make sure our content is consistently on brand.

    “Earlier than I submit an article, I can run it by the GPT and get a line-by-line breakdown of something which may violate our fashion tips. Sure, AI generally returns outputs which might be overly pedantic or heavy-handed. That’s why human judgment all the time will get the ultimate say. It is my accountability to verify that what it tells me is wise and correct. If it isn’t, I disregard it.”

    Take a look at our free Masterclass “How to Create Custom GPTs That 10x Your Marketing Results” to learn to construct a customized GPT on your staff.

    Step 7: We use AI to whip up “microcopy” (i.e., meta descriptions, social posts).

    The article is written, edited, and able to publish. However our work is not executed—now we have to put it up for sale. That is one other space the place AI shines.

    For some motive, author’s block strikes hardest once I write meta descriptions or social posts for my weblog articles. Maybe it’s matter burnout, or I’m simply too near the items to distill the true golden nuggets of data.

    Regardless of the motive, rapidly producing the correct messaging to advertise your content material is certainly one of my favourite makes use of of AI. As an illustration, right here’s what ChatGPT gave me once I requested it for some social copy primarily based on this text:

    screenshot showing an example of how a hubspot writer might use ai to write social copy or meta descriptions.

    It’s not excellent, but it surely offers me one thing to take and make my very own.

    Jamie Juviler, HubSpot Supervisor, Employees Writing & AEO, has additionally leveraged AI for meta descriptions. He suggests feeding your introduction paragraph into an AI chatbot after which asking it to provide a 100-150-character meta description.

    The fantastic thing about this method is that AI handles the preliminary inventive carry, liberating us as much as concentrate on refining the message and guaranteeing it aligns with our model voice.

    Bonus: AI helps us keep present on the trade.

    It could sound cliché, however the rumors are true: Advertising adjustments rapidly. Fortunately, AI helps our weblog staff sustain with it.

    Juviler explains his method. “On this new realm of AEO and, extra broadly, AI-powered advertising and marketing, I have been leveraging Gen AI as an info consolidation agent.”

    “We‘re consistently flooded with AI-related information, ideas, and applied sciences, so at any time when I come throughout a brand new piece of data — whether or not it’s a video, weblog submit, podcast, e-newsletter, and so on.— I run it by a custom GPT I’ve arrange that helps me decide whether or not it’s vital or new. Whether it is, the AI modifies a private monitoring doc I keep for the trade as wanted.”

    This technique permits Juviler to remain on prime of the stream of AI information with out getting overwhelmed. This idea may be used for different traits we cowl, like e mail advertising and marketing, creator monetization, and social platform algorithm adjustments, or any matter of curiosity in your trade.

    We’re on this collectively.

    Like everybody at present, our staff is studying as we go in the case of AI. The expertise has its advantages but in addition drawbacks, and with consistently evolving expertise and unclear rules, it’s a little bit of the Wild West. However we’re figuring it out.

    We wish to lead with transparency with our viewers, so we’re dedicated to sharing how we use AI in our work, because it evolves, and each step of the best way.

    We are going to embrace a disclaimer on any submit we write that has been AI-supported, letting you understand that we used AI to finish the submit. And also you’re welcome to dig into the HubSpot Media AI guidelines to study extra.

    We don’t know what tomorrow holds, however we all know AI will assist us all navigate this altering panorama. We all know AI cannot substitute the humanity behind the HubSpot weblog — and we’ll by no means take that human connection without any consideration.

    Editor’s be aware: This submit was initially revealed in Could 2023 and has been up to date for comprehensiveness.



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