Generative artificial intelligence is no longer a futuristic promise — it's now a concrete tool for improving commercial performance. More and more companies are integrating models like ChatGPT and Claude into their CRM systems to streamline processes, generate automated content, personalize interactions, and enhance decision-making.
At Hike & Foxter, we know this first-hand: just yesterday, our co-CEO Eric Morera hosted a webinar where he demonstrated, step by step, how to use HubSpot’s new Deep Research connector with ChatGPT and Claude.
Attendees received a list of curated prompts, two official HubSpot guides to properly configure the integration, and the full webinar recording.
In this article, we’ll explain why this integration could be a turning point in your digital strategy, how to implement it securely and effectively, and which real-world use cases are delivering the greatest impact for our clients.
The combination of generative AI and CRM is transforming how businesses engage with customers and manage internal operations. Some of the key benefits include:
1. Automating repetitive tasks
Models like ChatGPT and Claude can draft follow-up emails, meeting notes, ticket replies, and prospecting messages automatically and in context.
2. Boosting sales team productivity
By offloading operational tasks to AI, sales and marketing teams can focus on strategy, creativity, and customer relationships.
3. Personalization at scale
Generative AI can tailor messages and content based on each customer’s behavior, context, and preferences — with no additional effort.
4. Fast, contextual insights
Integrating tools like ChatGPT into your CRM enables natural language queries. For example: “What were the highest-value deals closed last quarter?”
And you’ll get a direct answer based on your CRM data
5. Intelligent workflow activation
AI doesn’t just respond or analyze — it can also trigger automated actions (create tasks, update properties, move deals along the pipeline) based on user or customer inputs.
On June 4, 2025, HubSpot announced the launch of its first advanced research connector with ChatGPT. This allows marketing, sales, and service teams to interact with their CRM data directly from ChatGPT and extract strategic and operational insights in real time.
This integration signals a new era for CRM and generative AI — one focused on turning data into useful decisions at speed.
In addition, HubSpot released more than 100 updates focused on AI, data quality, and operational efficiency across all its Hubs, reinforcing its commitment to building a smarter CRM ecosystem.
During Eric Morera’s webinar, he demonstrated how the connector enables you to:
This approach allows you to extract real value from AI without leaving the HubSpot ecosystem — with full visibility and traceability.
1. Start with a clear, high-impact use case.
2. Ensure proper data governance: validate what data you share with external AI tools.
3. Train your sales and marketing teams for everyday use.
4. Integrate AI outcomes into automated processes — AI alone isn’t enough; it must be activated.
5. Measure time saved and conversion improvements as key success metrics.
The integration between HubSpot and ChatGPT sets a new standard for how CRMs can help businesses become more agile, personalized, and effective. At Hike & Foxter, we’re working with clients to turn these advances into measurable results.
If you want to explore how to apply this technology to your business, contact us. We’ll help you design and implement secure, scalable solutions that combine generative AI, automation, and CRM.
Would you like the full list of prompts we shared during the webinar? Just email us at marketing@hikefoxter.com and we’ll send it to you.
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