HubSpot has become the first customer relationship management platform to launch a deep research connector with ChatGPT, aimed at helping small and mid-sized businesses generate insights from their own customer data.
The integration enables users to connect their HubSpot CRM to ChatGPT, providing AI-generated analysis and recommendations tailored to customer context across marketing, sales, support, and success functions.
Over 75% of HubSpot customers are already using ChatGPT, according to the company’s Q1 2025 AI sentiment survey. With the new connector, users can query ChatGPT for insights, then act on those directly within HubSpot workflows.
How to use it
The deep research connector unlocks practical applications across customer-facing teams. By pairing HubSpot’s CRM data with ChatGPT’s analytical capabilities, teams can streamline decision-making and execute targeted strategies. Common use cases include:
Marketing teams can say “identify top-performing customer segments from recent campaigns and create a tailored nurture sequence” to bring back to HubSpot to boost engagement and conversion rates.
Sales teams can say “segment target accounts by revenue, industry, or technology stack, to uncover high-potential opportunities for upselling or expansion”, bringing results back into HubSpot for execution.
Customer success teams can say “detect inactive companies with growth potential and generate tailored playbooks to re-engage them”, helping to reduce churn and increase retention.
Support teams can say “analyse seasonal fluctuations in support ticket volumes to better forecast staffing needs”, and deploy HubSpot’s Breeze Customer Agent to manage peak periods efficiently.
Teams can ask ChatGPT questions in natural language, receive analysis grounded in their own data, and act on recommendations within existing HubSpot workflows, all without requiring technical expertise.
Designed for accessibility and control
To enable the connector, HubSpot admins can activate the integration in ChatGPT, authenticate with HubSpot, and grant access across their organisation. Access is limited to data the user is already permitted to see in the CRM.
The connector is available to all HubSpot customers, regardless of tier, who also use ChatGPT Team, Enterprise, or Edu plans. HubSpot states that no customer data is used to train OpenAI models.
Nate Gonzalez, Head of Business Products at OpenAI, said: “Launching the HubSpot deep research connector means businesses and their employees get faster, better insights because ChatGPT has more context.”
Colin Johnson, Senior Manager, CRM at Youth Enrichment Brands, added: “The HubSpot connector is like having an extra analyst on the team, empowering sales reps to identify risks, opportunities, and next best actions.”
Karen Ng, SVP of Product and Partnerships at HubSpot, said: “By connecting HubSpot CRM data directly to ChatGPT, even small teams without time or data resources can run deep analysis and take action on those insights — fueling better outcomes across marketing, sales, and service.”