HubSpot Connects Its CRM With ChatGPT to Deliver Smarter Customer Insights

HubSpot is bringing more artificial intelligence into its CRM platform through a new integration with OpenAI. The company has introduced a “deep research connector” with ChatGPT, enabling small and medium-sized businesses to perform advanced analysis and generate deeper insights using their customer data and context.

“We’re building tools that help businesses lead through the AI shift, not just adapt to it,” Karen Ng, HubSpot’s senior vice president of product and partnerships remarks in a statement. “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.”

Introduced by OpenAI in February 2025, deep research is a reasoning agent capable of analyzing large amounts of data and completing complex research tasks. HubSpot is the latest company to integrate the technology—Microsoft launched deep research-powered agents for Microsoft 365 Copilot.

But OpenAI isn’t the only one with a deep research offering. Google, Anthropic, Mistral, Meta, and Ai2 are some of the other AI providers that have developed similar capabilities.

With its deep research connection to ChatGPT, HubSpot is democratizing access to a service that was typically limited primarily to big enterprise firms. It also streamlines workflows, eliminates app hopping, and speeds up data analysis. According to HubSpot, three-quarters of its customers are already using ChatGPT. They’re probably already trying to run deep research, so now it’s a smooth operation. Once enabled by administrators and selecting HubSpot as a data source, employee users can start creating prompts.

Marketers, for example, could ask ChatGPT to “find my highest-converting cohorts from recent contacts and create a tailored nurture sequence to boost engagement” and then use the response to develop an automated sequence in HubSpot. Alternatively, support teams could ask ChatGPT to analyze seasonal patterns in ticket volume by category to forecast staffing needs for the next quarter and then enable HubSpot’s Breeze Customer Agent to address any spikes in support tickets.

This isn’t the first time HubSpot has integrated with a major AI provider. Last month, the company opened up a Model Context Protocol (MCP) server that connects tools like Anthropic’s Claude to its CRM. This is the latest step to empower SMBs, enabling them to operate like an enterprise without the costly investments.

“SMBs are constantly struggling with, ‘I don’t have enough people. I don’t have enough money. I don’t have enough expertise,” Nicholas Holland, HubSpot’s head of AI and its senior vice president of product, once shared with me. “We’re bringing AI to the table to help solve these issues in a way that…a large company would throw money or people at it. We want to bring this to something where it’s not the size of the money that determines success.”

For Youth Enrichment Brands’ Senior Manager for CRM, Colin Johnson, “The HubSpot connector is like having an extra analyst on the team, empowering sales reps to identify risks, opportunities, and next best actions. For a non-technical user, the fact that it’s easy to use and talks directly to my data is huge.”

HubSpot’s deep research ChatGPT connector is available now to customers who have the “required” ChatGPT subscription.

Featured Image: An AI-generated image showing computer components connecting with one another. Credit: Adobe Firefly