HubSpot OpenAI-Connector
Use CRM data in ChatGPT

Now it's getting exciting: HubSpot has released a new interface to ChatGPT - the OpenAI Connector. You can now work with your CRM data directly from the chat. No export, no detours - just ask, analyze and get started.

Reality already shows that this makes sense: over 75% of HubSpot users already use ChatGPT anyway. The connector now turns it into more than just a clever text generator - it's a real tool for marketing, sales and service that understands your own data and provides you with concrete answers, analyses or next steps.

Whether you want to analyze personas, identify sales potential or see service risks at an early stage - you no longer have to build reports. You simply ask:
"Which deals took the longest to close last quarter - and why?"
And ChatGPT answers - with real context, directly from your HubSpot account.

How the HubSpot ChatGPT connector works

The HubSpot connector can be activated directly in the ChatGPT interface. First, a HubSpot administrator activates the HubSpot data source in ChatGPT Deep Research mode. As soon as the HubSpot logo is selected as the data source in ChatGPT, authorized users can enter their questions. ChatGPT answers these questions based on the linked CRM data - for example, by analyzing segments, creating reports or deriving tips for action.

Advantages at a glance

• Deeper insights into your CRM data: With direct access to HubSpot data, ChatGPT delivers meaningful analyses faster. The AI has the full context of your leads, deals and contacts and can, for example, determine the most valuable target groups for new campaigns.
  
  
• Virtual data analyst: The connector acts like an additional analyst in the team - it sifts through your data at the touch of a button. Sales employees automatically receive indications of risk or growth areas, and marketing teams can identify high-converting customer profiles.
  
  
• Easy to use: Setup requires just a few clicks in the ChatGPT interface. Administrators activate the connector in just a few steps and link the HubSpot account. All authorized users can then ask questions directly in deep research mode - without any additional programming effort.
  
  
• Confidentiality and security: HubSpot ensures that every user only sees the CRM data in ChatGPT that they are authorized to see in HubSpot. Particularly important: Your customer data does NOT flow into ChatGPT's AI training.
  
  
• Language and scenario diversity: ChatGPT responds in the language entered and can think through complex business questions. Marketers, salespeople or service employees can ask about performance metrics, personas or pipeline vulnerabilities, for example, and receive directly actionable answers.

Data protection: what happens to the data?

Data protection is a key issue with AI integrations. HubSpot expressly emphasizes that CRM data queried via the Deep Research Connector is NOT included in ChatGPT's training data. To be on the safe side, HubSpot recommends switching off the "Improve the model for everyone" option in the ChatGPT settings so that no data is used for general model improvements.

In addition, deep research queries in ChatGPT run as so-called temporary chats. OpenAI deletes these temporary chats completely from its systems after 30 days and does not use the content for model training. This means that your HubSpot data remains protected in the course of the AI conversation and is not permanently stored or passed on to third parties. Only the ChatGPT system uses the information during the session to respond to the current question.

Automation of content and communication - with concrete benefits for marketing, sales and service

The ChatGPT connection in HubSpot offers far more than just data analysis. It opens up new possibilities for automating content and communication processes in a targeted manner - with minimal manual effort. The new "Ask OpenAI" workflow action allows structured prompts to be sent automatically to ChatGPT. The system processes the request based on the CRM data and returns directly usable results that can be seamlessly transferred to follow-up actions.

A typical example from marketing: with just a few clicks, ChatGPT can analyze which personas have converted fastest from lead to customer in the last 90 days. From this, it derives specific characteristics that should be targeted in future campaigns - for example, to create a lookalike target group or launch a personalized email sequence. These insights not only help you to focus on the right target segments, but also measurably increase the effectiveness of your measures.

Automation can also create tangible added value in sales. ChatGPT can, for example, analyze the sales funnel for larger deals above a certain volume, compare closing rates and cycle lengths and identify the three phases with the greatest friction. For each of these phases, the system suggests a specific tactic to reduce friction - for example through customized email templates, reminders or better segmentation. These recommendations can be stored directly in the phase description in HubSpot, which permanently improves your sales processes.

The integration offers enormous potential for service teams: ChatGPT can evaluate current support tickets and feedback data to identify endangered customer relationships at an early stage. If, for example, it becomes apparent that a customer has simultaneously had negative support experiences and has an open deal volume, a churn risk briefing can be automatically created for the responsible CSM - including an assessment of the situation and a recommendation for action. This gives your service employees a head start in customer retention and allows them to intervene in a more targeted manner.

Incidentally, the technical implementation is straightforward. The HubSpot OpenAI connector can be activated in just a few steps. HubSpot shows exactly how this works in a clear video directly on the official website: To the explanatory video on hubspot.com

Breeze and ChatGPT - two sides of the same AI coin

Many of our customers are already successfully using the HubSpot AI Breeze to quickly create texts, formulate emails or generate meeting summaries directly in the CRM. These functions are embedded directly in HubSpot, can be used intuitively and are a real help in day-to-day business - especially for marketing and sales teams who want to communicate more efficiently.

The OpenAI connector goes one step further: it brings the full power of ChatGPT into the HubSpot data world. And this is particularly evident where complex relationships are required. A practical example: A HubSpot user wants to know which customer types have gone from initial contact to conclusion particularly quickly in recent months - and why. With Breeze, this would require manual segmentation. With the help of the OpenAI connector, a single prompt was enough and ChatGPT automatically analyzed the data, suggested key characteristics and recommended how to target this persona - including suitable campaign ideas.

Breeze and ChatGPT are not mutually exclusive - they complement each other perfectly. The HubSpot OpenAI connector opens up completely new possibilities for data-driven decisions and automated processes. Companies can now perform deep analytics in natural language with just a few clicks and integrate AI-generated content directly into their HubSpot workflows. At the same time, the system ensures that your sensitive CRM data remains protected.

Sources: Official HubSpot information on the Deep Research Connector hubspot.comhubspot.comhubspot.com as well as HubSpot help documentation and OpenAI guidelines knowledge.hubspot.com help.openai.com knowledge.hubspot .com knowledge.hubspot.com.