Generative AI tools every marketing team should use

When I first started at HubSpot, I needed a new headshot quickly. So I turned to generative AI tools – and no one had a clue, at least not at first. Love them or hate them, generative AI tools do impressive.

From text and data analysis to eerie photos and celebrity videos, AI’s ability to imitate human voices and shapes has improved dramatically over the past year. While they raise many ethical questions, when used strategically, they can also help increase productivity and improve marketing results.

Manufacturer Cold jetFor example, reduce lead response time by 66% with Smart CRM and Breeze from HubSpot. But which generative AI tools should your team use? In this article we discuss:

Table of contents

TL;DR

Generative AI tools for marketing are software solutions that use artificial intelligence to create content (e.g. videos, images, text, graphics), campaigns and insights. Marketers use these tools to speed content creation, personalize messaging, and improve campaign results across email, ads, social, SEO, and analytics.

To choose the right tools, look for options that integrate with your CRM, support brand voice control, and offer strong data protection. Start with a shortlist, run pilot tests, and roll out the solution gradually.

Want to see how AI can work for your team? Get a demo or get started with HubSpot’s AI-powered marketing tools for free.

What are generative AI tools for marketing?

Generative AI tools are software solutions that use large language models (LLMs) or multimodal AI to create new content based on prompts, input, or data. Finished products can include text, images, video, audio, reports, code, or even ideas.

But how can marketers benefit from this?

Generative AI is useful in numerous marketing channels:

• Content creation (i.e. blog posts, social media captions, email copy, landing pages, images, videos, and video scripts)
• Campaign planning (i.e. audience research, competitive analysis, messaging frameworks and creative briefs)
• Email marketing (i.e. subject lines, body copy, A/B testing variations, and personalization at scale)
• Paid advertising (i.e. headlines, descriptions, image generation and targeting recommendations)
• Social media (i.e. post ideas, caption writing, hashtag research, and community reactions)
• SEO optimization (i.e. keyword research, content descriptions, meta descriptions and internal linking suggestions)
• Analyzes and reporting (i.e. performance summaries, insight synthesis and strategic recommendations)

Thanks to generative AI tools, marketing teams report a reduction in content creation time three hours each without sacrificing quality standards. (The most important thing for me.)

Going from hours to minutes for first drafts means marketers are spending more time on strategy and less time on production. Here at HubSpot, this idea is at the heart of loop marketing.

How to evaluate generative AI tools for your team

Not every AI tool fits every team or every task. Before launching new platforms, evaluate them against these handy criteria to find out if they’re really what you need.

Step 1: Set your goals.

List your top marketing goals. What exactly do you want to achieve? This will help you understand which areas you want to focus on and where AI may be able to help.

For example, when I needed a portrait photo, I knew I had to focus on tools that had the best reputation for creating realistic photos.

Step 2: Verify integration with existing tools.

Does this tool connect to your CRM, marketing automation platform, and content management system? Can it pull data from your existing tools to make informed suggestions?

Even the best AI needs this data to create the most effective and relevant content. HubSpot has its own AI, breezebut also offers integrations with other tools like Claude. This enables not only data access but also automation.

Step 3: Evaluate specific features.

Does this generative AI tool have everything you need? Considering your goals, your industry, and your workflow, here are some specifics to pay attention to:

• Governance, data protection and compliance: Where is customer data stored and processed? Does the provider train models using your proprietary content? Can you limit what data the AI ​​accesses? Does it comply with GDPR, CCPA and industry regulations? Look for things like on-demand encryption, SSO/SCIM, role-based permissions, audit trails, prompt logs, data residency options, and an “allow list” of fields approved for AI use.
• Brand voice and quality controls: Can you upload style guides, brand documents and sample content? Does the tool learn and maintain the tone of your organization across all editions? Can you create multiple brand voices for different audiences or products? Look for tools with brand profiles/style guides, tone controls, blocked phrases, and human-in-the-loop approval flows. This is the best way to build and maintain your branding.
• Prompt management: Can you save effective prompts and share them with your team? Does it offer templates for common marketing tasks? Can you create reusable workflows that chain multiple prompts together? Ensure the tool has reusable, parameterized prompt templates, libraries, and usage analytics to maintain a consistent experience and level of quality.
• Analysis and attribution: Does the tool track which AI-generated content performs best? Can you measure time savings and productivity gains? Does it integrate with your attribution tools to show ROI? Without this data, you can’t definitively determine whether your generated content is effective and worth investing in.
• User permissions and security: Can you control who accesses what features? Does it provide role-based permissions for different team members? Are corporate security standards (SSO, audit logs) available? Since privacy is a very important concern in AI, these features are critical to the security of your and your contacts’ data.

HubSpot’s Breeze does all of these things.

Step 4: Assess scalability.

Will this tool grow with your business (i.e. does it have what you need right now and more)? And if so, can you still afford it?

Many platforms appear affordable with low volumes of contact or usage, but become more expensive as usage increases. Make sure the tool you are considering remains realistic and useful in the future.

Step 5: Test your tools.

Everything can look great on paper, but the real knowledge comes in practice. So take some time (2-4 weeks) to test or demonstrate different generative AI tools to ensure they work as expected and fit into your processes.

During this time, conduct the following three marketing fit pilots:

1. Reduction of cycle time: Marketing teams use AI reports 68% faster Campaign start times. Track how long it takes to complete a task without AI and then with AI.
2. Personalization improvement: 72% of marketers Those who use AI improve the customer experience through personalization. Knowing this, compare engagement rates for AI-powered personalized content versus manual approaches.
3. Report integration: Make sure AI outputs feed into your existing reporting dashboards and attribution models. The value cannot be proven without measurement.

Where generative AI tools offer the greatest added value in marketing

Different AI tools solve different problems. To align your goals with impactful use cases:

• Increase content output → AI content tools for ideation, design and reuse
• Improve email performance → AI email writers for subject lines and personalization
• Scale paid campaigns → Generative AI for ad texts and creative variants
• Increase social engagement → AI tools for post ideas, captions and scheduling
• Rank higher in search → AI for keyword research, content briefing and optimization
• Understand performance faster → AI analytics for insights and recommendations

Generative AI content tools for content operations

Marketing teams juggle multiple responsibilities across multiple channels: ideation, production, approval and sales. Generative AI and Content operations platforms can help streamline every step of this workflow.

This is what it can look like at a high level:

• Idea and sketches: Generate dozens of article topics, headlines, and structured outlines in minutes. This is why I often turn to ChatGPT before I start writing.
• First draft creation: Create blog drafts, white papers, and guides that are refined and expanded upon by editors.
• Repurposing Content: It’s difficult to find new ways to convey the same message. With generative AI, you can transform a piece into multiple formats (e.g. turning a blog post into social posts, email copy, and video scripts). Content remix from HubSpot.)
• Editorial calendar: AI can suggest publishing schedules based on trending topics and audience behavior patterns
• Asset variants: To test, create multiple versions of headlines, CTAs, and descriptions

Generative AI writing tools for email and lifecycle marketing

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Email remains one of the highest ROI channels in marketing, and AI is making it even more powerful. Marketing automation platforms With integrated AI functions, teams help with personalization based on needs.

Core use cases for email AI:

• Generating the subject line: Test dozens of variants optimized for open rates
• Dynamic copy personalization: Tailor messages based on recipient behavior, lifecycle stage, and demographics
• Segmentation prompts: AI suggests audience segments based on interaction patterns
• Test procedures: Automatically A/B test content variations and distribute winners to a larger audience
• Lifecycle integration: Connect AI email tools to your lifecycle stages and suppression logic. AI can suggest content appropriate for each stage – awareness, consideration, decision, retention – and automatically exclude new buyers, unsubscribes and hard bounces.

HubSpots AI email author provides practical next steps for marketers looking to optimize email creation while maintaining brand consistency across campaigns.

Generative AI tools for paid ads and creative assets

Paid advertising (or PPC) requires constant testing and iteration, but fortunately AI can accelerate creative production and optimization.

Advertising applications:

• Ad text variants: To test, generate multiple headlines, descriptions, and CTAs
• Target group-specific messages: Adapt the text to different people, industries or regions
• Visual Asset Creation: Quickly create image and video variations that meet brand guidelines
• Placement optimization: AI suggests format adjustments for different platforms and placements

Pro tip: Establish clear approval flows before AI-generated ads go live. Review results for brand safety, compliance and accuracy. Add assets that you like or have worked on in the past that the AI ​​can reference, reducing the need for manual monitoring of each asset.

Generative AI tools for social content and community

Social media managers need consistent, engaging content across multiple platforms. AI helps maintain presence without burnout.

Social media AI features include:

• Post brainstorming: AI can create content calendars with ideas specific to your chosen platforms.
• Labeling variants: Create multiple versions optimized for different networks
• Writing video scripts: Design talking points and scripts for short video content
• Moderation templates: Standardize responses to common comments and questions

Pro tip: Maintain your brand voice by providing AI with examples of your top-performing posts. This helps train models to match your tone, style and values.

For deeper insights into what resonates with audiences, check out the latest version of HubSpot Social media trends Report.

Generative AI tools for SEO and search visibility

Search engine optimization can be very monotonous and meticulous. AI tools help by taking care of repetitive SEO tasks so people can focus on other things. Areas of excellence include:

• Keyword research: Identify search terms, analyze difficulties and find content gaps
• Content clustering: Group related topics for pillar pages and content hubs
• SEO briefings: Create detailed briefs with keywords, structure and competitive insights
• On-page optimization: Suggest titles, headings, meta descriptions and internal links
• EEAT alignment: Make sure the content demonstrates experience, expertise, authority and trustworthiness

Pro tip: Don’t neglect quality by neglecting the review. AI should augment your human efforts, not replace them. Editorial teams must verify claims, add original insights, refine brand voice, and ensure content meets user intent and not just algorithm requirements.

Read: How to humanize AI content so it ranks, engages, and gets shared in 2025

Curious how you are currently doing with AEO? Use HubSpots AI search grader to check how well your brand appears in AI-powered search results and response engines such as ChatGPT, Perplexity and Google’s AI Overviews.

Generative AI for analysis and insights

Marketing leaders are drowning in data but hungry for insights. AI synthesizes performance metrics into actionable recommendations.

Analytics AI features:

• Campaign Performance Summaries: Automatically generate reports that highlight important trends and anomalies
• Feedback synthesis: Analyze customer comments, reviews, and support tickets for patterns
• Strategic recommendations: Suggest next actions based on historical performance and industry benchmarks
• Dashboard automation: Create custom reports that update in real time

Pro tip: Always validate AI insights against source data. Effective AI analytics tools demonstrate their work – citing specific data points and explaining the reasoning. Include insights consistent reporting in your CRM to close the loop between marketing actions and sales results.

How to choose the right generation AI tools

Use this framework and selection scorecard to objectively evaluate and compare generative AI tools.

criterion	Weight	This is how you rate
Integrations	20%	Does it connect to your existing marketing stack?
Data protection	20%	Where is data processed? Who has access?
Ease of use	15%	Can your team use it without extensive training?
Output quality	15%	Does it produce on-brand content?
ROI potential	15%	Does the time saved justify the cost?
Learning curve	10%	How quickly can the team become productive?
Pricing structure	5%	Is pricing transparent and predictable?

Quick guide to decision making

Start with tools that integrate with your existing platforms. HubSpot’s marketing automation For example, the platform has built-in features that eliminate integration issues and provide a unified experience.

For standalone tools, prioritize those with:

• Free trials or freemium tiers to test out
• Clear documentation and training resources
• Active troubleshooting user communities
• Transparent prices with no hidden fees

The best generative AI tools

Here are eight powerful generative AI tools, each solving specific marketing challenges. Each tool includes pricing, key features, best use cases, and integration details.

1. HubSpot Breeze AI

Best for: Marketing teams are looking for end-to-end AI automation integrated into their CRM and marketing platform.

breeze is a comprehensive suite of AI-powered tools built directly into the HubSpot platform. Unlike standalone tools that require integration work, Breeze works natively within your existing HubSpot workflows, from content creation to customer service.

Marketing teams report a 68% reduction in campaign launch time after implementation with Breeze.

Key HubSpot Breeze AI features:

• Breeze Assistant – An AI companion that helps marketers design content, generate images, summarize meetings, and automate tasks in HubSpot. Think of it like ChatGPT, but with direct access to your CRM data and marketing campaigns.
• Breeze agents – Specialized AI employees who carry out certain tasks autonomously: Content Agent creates blog posts and landing pages, Social Media Agent plans posts, Prospecting Agent finds leads and Customer Agent takes care of support calls.
• Breeze intelligence – Enriches contact and company records with over 200 million buyer profiles, identifies high-purchase prospects and dynamically shortens forms to improve conversion rates.

Agicap saved 750 hours per week and increased deal speed with Breeze by 20% Sandler increased engagement by 25% and 4x sales leads by creating personalized experiences with the platform.

When to use HubSpot Breeze AI:

Use Breeze when your team needs AI to understand your or your customers’ business context. Because Breeze provides access to your CRM data, past campaigns, and customer interactions, it can make contextually relevant suggestions instead of generic output.

HubSpot Breeze AI Integration Fit:

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Breeze seamlessly integrates with HubSpot’s Marketing Hub, Sales Hub, Service Hub, Content Hub, and Operations Hub. It also connects to thousands of third-party apps through HubSpot’s marketplace.

The platform is particularly suitable for teams consolidating their marketing technology stack.

HubSpot Breeze AI Pricing:

Basic Breeze features (Assistant and select intelligence features) are available in HubSpot’s free CRM. Full Breeze features, including agents and advanced intelligence features, require Started, Professional, or Enterprise subscriptions:

• starter (with limited Breeze features): $42/month
• Professional customer platform: Starting at $800/month
• Enterprise customer platform: Starting at $3600/month

Consume advanced AI features HubSpot Creditswhere each credit is $0.01. For example, Customer Agent costs 100 credits per call ($1) and Data Agent costs 10 credits per research request ($0.10). Professional plans include monthly credit allowances with options to purchase additional capacity.

Learn more about HubSpot Breeze AI.

2. ChatGPT (OpenAI)

Best for: Marketers need versatile content creation, brainstorming, and conversational AI for all marketing tasks.

ChatGPT is the most widely used AI tool known for its versatility in answering questions, creating copy, brainstorming ideas, and processing various content formats from emails and blog posts to photos.

Important ChatGPT features:

• Conversational interface – This makes it accessible to non-technical marketers, unlike formats like Midjourney’s chatbot.
• DALL-E 3 integration – This allows marketing visualizations, social media graphics and ad creatives to be created directly in ChatGPT.
• Custom GPTs – This feature allows you to create dedicated AI assistants trained on your brand guidelines, product information, and style preferences
• Storage functionality – Unlike some AI tools, ChatGPT remembers past conversations and preferences, providing more personalized support over time. It learns and improves.
• Code interpreter – While you don’t need to know code to use ChatGPT, ChatGPT can create code for you. It can also analyze data, create charts, and process files for marketing analysis.

When to Use ChatGPT:

Many writers and marketers turn to ChatGPT and praise its ability to quickly produce creative and engaging copy. However, use it for quick brainstorming (e.g. generating topics), writing initial content (e.g. outlines, blog articles, social media posts) and creative problem solving. In fact, we do this here on the HubSpot blog.

It excels at customizing tone and style based on prompts, making it ideal for teams creating different types of content.

ChatGPT integration customization:

ChatGPT offers API access for custom integrations and connects to thousands of apps via Zapier. The tool works well with most marketing platforms, but requires manual copying or API development for deeper integrations.

HubSpot users can take advantage of this Claude <> HubSpot Connector for similar functionality with even tighter CRM integration.

ChatGPT Pricing:

• Free: Limited GPT 3.5 access with basic functionality
• ChatGPT Plus: $20/month for GPT-4o access, DALL-E 3, priority support, and custom GPTs
• ChatGPT business: $30/user/month for team collaboration features
• ChatGPT Pro: $200/month
• ChatGPT Enterprise: Custom pricing for advanced security, unlimited usage, and deeper integrations

Learn more about ChatGPT.

3. Jasper AI

Best for: Enterprise marketing teams need brand-consistent content at scale with advanced collaboration features. It’s also ideal for agencies managing multiple client brands.

Jasper KI focuses specifically on marketing content creation, offering templates, brand voice management, and team collaboration tools designed specifically for marketing departments. Graphics can also be generated, but in my experience there is still room for improvement with this feature.

Key Jasper AI features:

• Branded Voice AI – Upload brand documentation and sample content; Jasper analyzes and maintains your style, tone and terminology throughout all editions
• Marketing templates – 50+ pre-built templates for blog posts, sales copy, social media, email campaigns, and product descriptions
• Jasper canvas – Collaborative workspace where teams can plan entire campaigns, organize assets and provide real-time feedback
• SEO mode – Integrates with Surfer SEO for content optimization and search visibility
• Multilingual support – Generate content in over 30 languages ​​for global marketing campaigns

Jasper’s brand voice capabilities are particularly valuable for teams struggling with inconsistent messaging.

When to Use Jasper AI:

Use Jasper when brand consistency across content is paramount (e.g. a multi-channel campaign), as branded voice controls ensure regulatory requirements are met.

Jasper AI Integration Fit:

Jasper integrates with HubSpot, Marketo, Salesforce, and over 5,000 other platforms. The Chrome extension enables content creation within your existing tools, while API access enables custom workflow automation.

Prices for Jasper AI:

• Pro plan: $59/month (1 spot, 1 brand voice, 50 knowledge assets, SEO mode, Chrome extension)
• Business plan: Individual pricing (unlimited seats, unlimited brand voices, advanced security, API access, dedicated support)

All plans include a 7-day free trial. Learn more about Jasper AI.

4. Copy.ai

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Best for: Sales and marketing teams need AI-powered workflows for lead research, outreach, and content distribution.

Copy.ai has evolved beyond simple copywriting to a comprehensive go-to-market platform with powerful workflow automation capabilities that go far beyond content creation.

Key Copy.ai features:

• Workflow automation – Chain multiple AI tasks: research leads, generate personalized outreach, distribute content, and track results
• Access to multiple models – Choose from GPT-4, Claude 3.5, Gemini, and over 85 other AI models for specific tasks
• Sales automation – Automatically perform lead research, account discovery, and personalized outreach sequences
• Content distribution – Push generated content directly to social media, email platforms and content management systems
• Data enrichment – Search web data, enrich lead information and integrate with CRM systems

Copy.ai’s workflow automation is particularly powerful for technical marketing teams that want to automate entire processes rather than just generating individual pieces of content.

When to Use Copy.ai:

Use Copy.ai if your team includes tech-savvy users who are comfortable building custom workflows. If this is the case, the platform excels at automating recurring marketing and sales tasks.

Copy.ai integration customization:

Copy.ai offers over 7,000 integrations across CRM, project management, analytics, and marketing platforms.

The API enables custom implementations and pre-built workflows connect to major tools like HubSpot, Salesforce, Marketo, and Google Workspace. More flexible than Jasper for custom technical integrations.

Copy.ai Pricing:

• Chat: $29/month, for up to 5 seats
• Agent: $249/month, up to 10 seats plus workflows and content agent training
• Company: Individual prices

Learn more about Copy.ai.

5. Canva AI (Magic Studio)

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Best for: Social media managers, small business owners, and non-designers create visual content quickly.

Canva has integrated AI into its entire design platform, making professional visual design accessible to marketers without a design background.

Key Canva AI features:

• Magical writing – Create copy for social posts, presentations and marketing materials
• Text to image – Create custom images from text descriptions without leaving Canva (although this still requires some work)
• Magical design – AI suggests layouts, color schemes, and design elements based on your content
• Background remover – Instantly remove backgrounds from images for product shots and composite graphics
• Magical editing – Change specific elements in images using text prompts

When to Use Canva AI:

Canva AI stands out more for its convenience and ease of use than its groundbreaking performance. For social media managers creating posts, Canva AI manages everything in one place with platform specifications and plenty of ready-to-use templates. Use it when speed and ease of use are more important than advanced customization options.

Canva AI Integration Fit:

Canva connects to major social media platforms for direct publishing, integrates with Google Drive and Dropbox for asset management, and provides API access for custom workflows. The platform works well as a standalone tool that does not require deep technical integration.

Canva AI Pricing:

• Free plan: 50 monthly AI image generations, basic functions
• Canva Pro: $120/year (unlimited AI generations, brand kits, premium templates, content planner)
• Canva business: $200/person/year (team collaboration, brand control, advanced features)
• Canva Enterprise: Individual prices

Learn more about Canva AI.

6. On the go

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Best for: Marketing teams create high-quality, artistic visual content for campaigns and brand materials.

In the middle of the journey produces the most aesthetically stunning AI-generated images preferred by creative professionals for advertising campaigns, concept art and premium brand visualizations.

Key features of Midjourney:

• Artistic quality – Blind tests with 100 designers preferred mid-journey images 74% of the time via DALL-E 3
• Style reference – Upload an image to define the artistic style, then consistently apply that aesthetic to new generations
• Character reference – Maintain consistent characters across multiple images for brand mascots and campaigns
• Advanced customization – Control aspect ratios, stylization levels and “weirdness” parameters for fine-tuned results
• Community inspiration – Explore millions of user-created images for quick ideas and creative instructions

When to Use Midjourney:

Use Midjourney for your most creative campaigns. The generative AI tool can handle fantasy landscapes and movie scenes, but has problems with simple product photography. This makes it ideal for conceptual work, advertising, and social media content, but not for eCommerce product shots or mockups.

Midjourney can also get pretty technical, so it’s better to save it for when you have a longer schedule.

Mid-journey integration fit:

Midjourney works exclusively through Discord, meaning it cannot be integrated with other tools. Third-party tools can connect to Midjourney, but it lacks official API access that enables effortless data synchronization. It works best as a standalone creative tool.

Prices during the trip:

• Basic plan: $10/month (200 image generations)
• Standard plan: $30/month (unlimited relaxed generations, 15 hours fast)
• Pro plan: $60/month (unlimited relaxed, 30 hours fast, stealth mode)
• Mega plan: $120/month (unlimited relaxed, 60 hours fast, stealth mode)

If you bill annually you will receive a 20% discount.

Find out more about Midjourney.

7. Claude (anthropic)

Best for: Marketing teams that need detailed analysis, in-depth content, and nuanced writing.

Claude, developed by Anthropic, values ​​security, accuracy and thoughtful responses. It is characterized by complex analysis tasks, technical documentation and adherence to high standards of factual accuracy.

Key features of Claude:

• Advanced context windows – Process extremely long documents (200,000+ tokens) for comprehensive analysis of research reports, white papers and competitive intelligence
• Document analysis – Upload PDFs, presentations and reports for AI-powered aggregation and insights. This ensures that the information Claude processes and incorporates is accurate.
• Code generation – Strong technical skills make Claude valuable to marketing technology teams.
• Ethical guidelines – Built-in security measures reduce inappropriate or biased spending.

When to use Claude:

Use Claude for demanding content, technical documentation and analytical work where accuracy is important. It is also advisable to use it for internal products as it is known to be safer than other options.

Claude Integration Fit:

Claude offers competitively priced API access and aggressive prompt caching that reduces costs by up to 90% during high volume usage. The platform integrates well with custom applications and development environments.

HubSpot users can access Claude directly via the Claude <> HubSpot Connector.

Claude prices:

• Free plan: Easy Claude access via web and mobile apps
• Claude Pro: $20/month ($18/month billed annually, advanced features for power users)
• Claude Max: Starting at $100/month/person (5x-20x more usage than Pro)
• Claude team: $30/user/month ($25/month annually, minimum 5 users, collaboration features)
• Claude Enterprise: Individual pricing (expanded features, improved security, dedicated support)

Find out more about Claude.

8. DALL-E 3 (OpenAI)

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Best for: Marketers create product visualizations, marketing materials, and images that require accurate text integration.

DALL-E 3, integrated with ChatGPT, excels at creating photorealistic images with correct text rendering – a constant challenge for most AI image generators.

Key features of the DALL-E 3:

• Mastering text integration – DALL-E 3 is one of the few AI image generators that consistently renders readable text in images. This is a big plus and is perfect for logos, posters and advertising.
• Photorealistic editions – Produces images that look like professional photography or realistic illustrations
• ChatGPT integration – Natural language refinement enables iterative improvement through conversation
• Image editing – Change specific elements without regenerating entire images
• Commercial Licensing – Clear terms and conditions grant full commercial rights to the generated images

When to use DALL-E 3:

Use DALL-E 3 for graphic marketing materials, product visualizations and business presentations. It delivers exceptional quality for realistic scenes, but produces less artistic, mood-driven images than Midjourney.

DALL-E 3 Integration Fit:

DALL-E 3 API access enables seamless integration into custom applications and automated workflows. Developers can create sophisticated image generation pipelines, while companies can integrate AI image creation directly into existing tools. ChatGPT integration makes it accessible for non-technical users.

DALL-E 3 prices:

• Free Tier: 3 pictures daily in free ChatGPT
• ChatGPT Plus: $20/month (significantly higher daily image limits, access to GPT-4)
• API pricing: $0.040 per image in standard quality, higher prices for improved resolution

Find out more about DALL-E 3.

How to integrate AI tools into your CRM and automation stack

AI tools provide maximum value when integrated with your existing marketing technology. Standalone tools create silos. With this in mind, your data would ideally flow something like this:

1. CRM → AI accesses customer data, purchase history and interaction patterns
2. segmentation → AI suggests audience segments based on behavior and attributes
3. Content/prompt → AI generates personalized content for each segment
4. Duct design → Spend goes directly to emails, social networks, ads and the website
5. reporting → Performance data is fed back into the CRM for closed-loop attribution
6. CRM → AI learns from results and refines future recommendations

Using HubSpot Marketing Hub and Claude as an example, here’s how a marketing team would integrate a generative AI tool.

Step 1: Connect AI tools with CRM data

Grant AI access to your contact properties, company information and lifecycle stages. Make sure you configure permissions so that the AI ​​sees relevant data without revealing sensitive information.

Step 2: Create AI-powered workflows

Next, create any essential workflows that trigger AI content generation based on user actions. For example, if a lead downloads a white paper, AI can generate a personalized follow-up email based on their industry and company size.

Step 3: Optimize with personalized content at scale

By pulling CRM data, generative AI can personalize subject lines, body copy, and even calls to action. This means that each recipient receives messages that are relevant to their status, their interests and their behavior. In HubSpot, this can be achieved using, among other things, personalization tokens and smart content.

Step 4: Run across channels

With AI, you can automate workflows to publish blog articles, send emails, schedule social media posts, and trigger advertising campaigns. It can even generate the content that will ultimately be distributed, as we discussed earlier.

Step 5: Measure and optimize

You can’t know if your marketing is actually working if you don’t measure it. So track open rates, click-through rates, and conversions for your AI-generated content. Compare performance to manually created content to assess ROI and feed successful formulas into AI prompts for reuse.

Claude <> HubSpot Connector:

HubSpot offers a native Claude connection This integrates Claude’s advanced reasoning and writing skills directly into your HubSpot workflows. This integration allows marketers to leverage Claude’s superior analytics capabilities while managing all data in the HubSpot ecosystem.

Frequently asked questions about generative AI tools for marketing

How do I keep our brand voice consistent across all AI outputs?

Consistency requires three elements: documentation, examples, and verification processes. Here’s what I recommend:

• Create comprehensive brand voice guides that define your tone (professional, casual, authoritative), style preferences (active vs. passive, sentence length, vocabulary) and brand-specific terminology. Don’t just describe your voice – show it. Include 5-10 examples of great branded content and explain why it works. HubSpot actually has an AI tool that helps you document your brand voice.
• Upload this documentation to your AI tools. Most platforms (HubSpot Breeze, Jasper, Claude, Copy.ai) allow you to create knowledge bases or brand profiles that influence all results. The more context you provide, the better the AI ​​can capture your voice.
• Create prompt templates for common content types. Instead of starting from scratch every time, create reusable prompts that include brand instructions, audience details, and desired outcomes. Share these with your team so everyone has the tools to execute and deliver the right content.
• Set up human review checkpoints. AI speeds up creation, but shouldn’t bypass quality control. Implement a simple review process where human editors review brand alignment before publishing content. Over time, you should be able to see patterns in what needs to be worked on, allowing you to refine prompts and improve AI outputs.

What about data protection and customer consent?

Responsible AI use requires clear guidelines on data processing, restricted inputs and tool selection. Do your due diligence:

• Understand where your data goes. Different AI tools handle data differently. Some vendors (like OpenAI’s enterprise offerings and Anthropic’s Claude) specifically state that they do not train models on customer data. Others use input to improve their systems. Read the Terms of Use carefully.
• Limit what data the AI ​​accesses. Do not enter personally identifiable information (PII), sensitive customer data, or confidential business information into AI tools unless they are specifically designed for enterprise use with appropriate security assurances. Configure CRM integrations to expose only non-sensitive fields.
• Use of tools associated with managed data. Platforms like HubSpot Breeze AI work within your CRM’s existing data governance framework. This means they will access information already in your system in accordance with your established security and privacy policies. You do not transmit any data to third parties.
• Working with approved models. If your industry requires specific compliance standards (HIPAA, GDPR, SOC 2), choose AI platforms that meet these certifications. Enterprise-grade tools provide business partner agreements, data processing agreements, and compliance documentation.
• Regular auditing. Check which team members have access to AI tools, what data they enter, and whether output reveals sensitive information. Make data protection part of your AI governance framework.

Do I need developer resources to get started?

Most modern AI tools are designed for marketers, not developers. You can start immediately with no-code options and then scale to deeper integrations as your needs grow.

For example, web-based AI platforms (ChatGPT, Claude, Jasper, Copy.ai, HubSpot’s Breeze) offer point-and-click interfaces. You simply enter prompts, get output, and integrate with simple copy-paste or built-in publishing features. No coding required.

As you mature, tools like Zapier and Make allow you to connect AI platforms to other apps through visual workflow builders. You can automate processes like “When a lead fills out the form, use AI to generate a follow-up email and send it via marketing automation” without having to write code.

You may want custom integrations using API connections. While this requires developer resources, it unlocks powerful automation. Start small with built-in features. As you demonstrate value, invest in more sophisticated implementations.

How do I measure the impact of AI on marketing performance?

To measure the impact of AI, baselines must be established, clear metrics must be defined, and the attribution loop must be closed. You must:

Define baselines before implementing AI. Ask yourself:

• How long does it currently take to create a blog article, email, or social media post?
• What are your current conversion rates on landing pages and email campaigns?
• How much does your team spend on content creation, measured in hours and costs?

Track AI-specific metrics. Common metrics include:

Connect AI results to revenue:

This is the crucial step that most teams miss. Use your CRM to track which AI-generated content leads to conversions by:

• Tag AI-generated emails, landing pages, and social media posts in your marketing automation platform
• Create reports showing conversion rates for AI content compared to non-AI content
• Calculating sales influenced by AI-generated campaigns
• Comparing customer acquisition costs for campaigns using AI versus traditional methods

HubSpot customers can take advantage of the platform’s benefits consistent reporting to directly link AI-generated content to sales results. Additionally, according to the International Data Corporation, Most companies achieve a 505% ROI within three years of implementing Marketing Hub.

How quickly can a team adopt these tools?

The speed of AI adoption varies depending on team size, technical comfort level, and implementation approach, but most teams see productivity gains within a few weeks. Here’s an example of what a phased rollout might look like:

Week 1-2: Individual experimentation

• Have team members test AI tools on low-stakes tasks (brainstorming, drafting).
• Gather feedback on which use cases provide immediate value
• Identify early adopters who can advocate for broader adoption

Week 3-4: Pilot projects

• Select 2-3 specific use cases (e.g. email subject lines, social media captions).
• Define success metrics before you begin
• Compare AI-powered results with traditional methods

Month 2: Process integration

• Integrate AI into existing workflows for proven use cases
• Create shared prompt libraries so the entire team benefits from best practices
• Set up review and approval processes

Month 3+: Scale and optimize

• Expand to additional use cases based on pilot results
• Invest in training for advanced features
• Measure ROI and refine implementation

Would you like to progress faster?

• Create a shared command prompt library: Document effective prompts and make them accessible to the entire team. This prevents everyone from starting from scratch and speeds up learning. Save prompts to a shared document or knowledge base tool.
• Schedule training sessions: Bring team members together to share discoveries, resolve challenges, and learn from each other’s successes. Peer learning accelerates adoption faster than top-down training.
• Start with AI support, not just AI: Let AI do the initial drafts while humans edit and refine them. This increases confidence in the results and helps teams understand the strengths and limitations of AI without compromising brand reputation.
• Focus on quick wins first: Tackle time-consuming, repetitive tasks where AI shows immediate value. Initial successes give reason to tackle more complex use cases.

Teams that follow structured onboarding frameworks typically reach full productivity within 60-90 days. Marketing departments using HubSpot report a 68% reduction in campaign launch time after integrating AI into their workflows.

Generate marketing success faster than ever before

Listen, generative AI is like a hammer or any other tool. It doesn’t do the work for you, but it does make the job easier. The marketers who win in 2026 won’t be the ones who use the most tools; They will be the ones using the right tools, connected to their CRM, measured against goals, and overall reviewed and led by a human.

So don’t wait. Pick a high priority use case and test a few tools to see how they work. Then expand it to other areas as you find the ones you like.

Bottom line: The generative AI tools every marketing team should use will help you create faster, personalize deeper, and prove impact—without compromising brand, privacy, or data integrity.

If you want to see how this works consistently, explore HubSpot’s Breeze Or connect a model like Claude to your existing HubSpot workflows to keep creation and measurement in one place.