HubSpot has announced the release of its Deep Research Connector, a first-of-its-kind integration that enables ChatGPT to access and generate responses based on customer data stored in HubSpot’s Smart CRM. This new feature represents a significant advancement in the Martech space, bridging the gap between generative AI and real-time customer insights.

The tool allows businesses to use ChatGPT for tasks such as crafting emails, generating campaign content, and answering strategic questions—now powered by live, first-party data from their CRM. The goal is to make AI-generated content more contextually relevant, timely, and useful.

Making Generative AI Smarter with Context

While generative AI tools have seen rapid adoption, their effectiveness often depends on the quality and context of the data they can access. HubSpot’s Deep Research Connector addresses this limitation by embedding real-time customer information directly into the AI’s knowledge base.

Karen Ng, SVP of Product at HubSpot, highlighted the potential impact of the integration in a recent LinkedIn post:

“This changes everything for the 250,000+ businesses who trust us with their customer data. Here's why we built this: Small teams now have analytical superpowers that used to require entire departments. AI is only as good as the data that powers it. Now you can unify ALL your customer context—structured AND unstructured data—and ask questions that actually drive growth.”

This statement reflects a broader industry trend: equipping smaller teams with AI-powered capabilities that were once reserved for large enterprises.

Extending HubSpot’s GPT Plugin Capabilities

The Deep Research Connector builds upon HubSpot’s existing ChatGPT Plugin, which already allowed users to ask questions and retrieve basic CRM data. With the latest update, users can now generate highly tailored responses grounded in CRM context, enhancing personalization and decision-making.

HubSpot CEO Yamini Rangan emphasized that the tool is designed to transform AI from a passive content generator into an active business partner. “With this integration, our users won’t just get AI-generated content—they’ll get AI-generated content that’s grounded in their unique business data,” she noted.

Empowering Small Teams Through AI

The Deep Research Connector aims to democratize access to data-driven insights. Marketing, sales, and customer service professionals can now ask ChatGPT to interpret customer trends, summarize behavior, or personalize communications using up-to-date information—without requiring technical skills or manual data extraction.

This reflects a shift toward AI-native CRM solutions that deliver not just automation, but true data intelligence.

Privacy and Data Control Remain Central

In line with industry best practices, HubSpot ensures that users retain control over what information is shared with ChatGPT. The integration includes permissions settings and data safeguards to maintain user trust and comply with privacy regulations.

Looking Ahead

The Deep Research Connector is currently being rolled out in phases and is expected to be widely available soon. As AI continues to evolve, tools like this may redefine how marketers and sales teams interact with their data—bringing intelligence, speed, and personalization to the forefront of customer engagement.

By placing AI in the hands of smaller teams and enhancing it with rich CRM context, HubSpot is making a strategic bet: that the future of marketing lies in smart, data-driven collaboration between humans and machines.