AI is changing how marketing teams create content. HubSpot Content Hub is part of that shift. Its AI tools — built into the editor, connected to your CRM — let marketers draft faster, personalise at scale, and spot content gaps they would have missed manually.
This isn't about replacing writers. It's about removing the low-value work that slows them down. With AI handling first drafts, meta descriptions, and content repurposing, content teams can spend more time on strategy and less time on production logistics.
Here's what the AI features inside HubSpot Content Hub actually do, and how CRM professionals are using them to work more effectively.
The AI Inside Content Hub
Content Hub's AI features run on HubSpot Breeze AI — the same AI layer that powers tools across Marketing Hub, Sales Hub, and Service Hub. Inside Content Hub specifically, Breeze handles writing assistance, content generation, SEO suggestions, and smart content rules.
The important thing to understand is that this AI is not a standalone chatbot. It's integrated into the content editor, the SEO tool, and the personalisation engine. You don't switch between tabs or copy-paste from an external tool. The AI is part of the workflow itself.
- AI writing assistant in the blog and page editor
- AI-generated blog post outlines and full drafts
- Smart content rules powered by CRM data
- Content remix: repurpose content into new formats
- AI-generated alt text and meta descriptions
- SEO suggestions surfaced as you write
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Blog and Landing Page AI Tools
The most hands-on AI feature in Content Hub is the writing assistant in the content editor. It works in both blog posts and landing pages. Here's what you can do with it.
Generate Drafts from a Brief
Give the AI a topic, a target keyword, and a rough outline. It produces a draft you can edit rather than starting from a blank page. For teams publishing high volumes of content, this reduces the per-piece production time significantly. The draft is a starting point — most content managers revise it, add specifics, and layer in brand voice — but the scaffolding is there.
Rewrite and Rephrase Sections
Highlight any section and ask the AI to make it shorter, clearer, more formal, or more conversational. This is useful for editing blog posts that have been reviewed internally and need clean-up without a full rewrite.
Generate Meta Descriptions and Alt Text
Writing meta descriptions and alt text for every piece of content is tedious. Content Hub can generate both automatically based on the page content. You still review and edit them, but the generation step is instant rather than manual.
AI-Powered Personalisation
Smart content in Content Hub is one of the most powerful features for CRM-connected teams. It uses data from the HubSpot CRM to change what a visitor sees based on who they are.
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You can configure smart content to change based on a contact's lifecycle stage, list membership, country, device type, or referral source. A known lead who is in an active deal might see a CTA to book a call. A new visitor might see a lead magnet. All of this is configured in the platform without code.
- Different CTAs for known vs. unknown visitors
- Personalised messaging for contacts in specific lifecycle stages
- Content variations by industry or company size (using CRM properties)
- Device-specific layouts for mobile vs. desktop visitors
This level of personalisation was previously a custom development project. In Content Hub, it's a configuration task a marketer can handle independently.
Content Remix and Repurposing
Content Remix is a newer feature in Content Hub. It takes a piece of existing content — a blog post, a landing page, a video transcript — and helps you repurpose it into other formats. You might turn a long blog post into a series of social posts, or extract key points into an email summary.
The feature is most useful for teams with a backlog of solid existing content that hasn't been distributed across all the channels where it could add value. Rather than starting from scratch for each channel, you use AI to adapt what already exists.
What This Means for Content Roles
The AI features in Content Hub change what a content manager's job looks like day-to-day. Less time on production. More time on strategy, quality control, and measurement.
This doesn't reduce the need for skilled content people — it raises the bar for what those people are expected to do. A content manager who can use AI tools to produce twice the volume and also interpret performance data to improve what gets created next is significantly more valuable than one who can't.
For organisations hiring into content and marketing operations roles, the question is shifting from "can they write?" to "can they write well, use AI tools strategically, and connect content performance to business outcomes?" Candidates who can answer yes to all three are in high demand.
