Generative AI tools every marketing team should use

When I first started at HubSpot, I needed a new headshot fast. So, I turned to generative AI tools — and no one had any idea, at least not initially. Love ‘em or hate ‘em, generative AI tools are impressive.

From text and data analysis to uncanny photos and celebrity videos, AI’s ability to imitate human voices and forms has improved dramatically in the past year. While they raise a lot of ethical questions, they can also help increase productivity and amplify marketing results when used strategically.

Manufacturer Cold Jet, for instance, cut lead response time by 66% using HubSpot’s Smart CRM and Breeze. But what generative AI tools should your team use? In this article, we’ll discuss:

Table of Contents

TL;DR

Generative AI tools for marketing are software solutions that create content (i.e. videos, images, text, graphs), campaigns, and insights using artificial intelligence. Marketers use these tools to speed up 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 controls, and offer strong data privacy. Start with a shortlist, run pilot tests, and roll out gradually.

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

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, inputs, or data. Finished products can include text, imagery, video, audio, reports, code, or even ideas.

But how can marketers make use of this?

Generative AI is useful across 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 test variants, and personalization at scale)
• Paid advertising (i.e., ad headlines, descriptions, image generation, and targeting recommendations)
• Social media (i.e., post ideation, caption writing, hashtag research, and community responses)
• SEO optimization (i.e, keyword research, content briefs, meta descriptions, and internal linking suggestions)
• Analytics and reporting (i.e, performance summaries, insight synthesis, and strategic recommendations)

Thanks to generative AI tools, marketing teams report reducing content creation time by three hours per piece without sacrificing quality standards. (The most important thing to me.)

The shift from hours to minutes for first drafts means marketers spend more time on strategy and less 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 task. Before adopting new platforms, evaluate them against these practical criteria to figure out if it’s really what you need, 

Step 1: Map out your goals.

List your top marketing objectives. What exactly are you trying to achieve? This will help you understand what areas you want to focus on improving and where AI may be able to help.

For example, when I needed a headshot, 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, Breeze, but it also offers integrations with other tools, such as Claude. This enables not just data access but also automation.

Step 3: Evaluate specific features.

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

• Governance, privacy, & compliance: Where is customer data stored and processed? Does the vendor train models on your proprietary content? Can you restrict what data the AI accesses? Does it comply with GDPR, CCPA, and industry regulations? Look for things like 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 & quality controls: Can you upload style guides, brand documents, and example content? Does the tool learn and maintain your organization’s tone across outputs? Can you create multiple brand voices for different audiences or products? Look for tools that have 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 and share effective prompts across your team? Does it provide templates for common marketing tasks? Can you build reusable workflows that chain multiple prompts together? Ensure the tool has reusable, parameterized prompt templates, libraries, and usage analytics to help maintain a consistent experience and level of quality.
• Analytics & 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’ll have no definitive way of knowing if your generated content is effective and worth investing in.
• User permissions & security: Can you control who accesses which features? Does it offer role-based permissions for different team members? Are enterprise security standards (SSO, audit logs) available? With data privacy being a very real concern with AI, these features are crucial to keeping your information and that of your contacts secure.

HubSpot’s Breeze does all of these things.

Step 4: Evaluate scalability.

Will this tool grow with your organization (aka does it have what you need right now and more)? And if so, will you still be able to afford it then?

Many platforms appear affordable at low contact or usage volumes but become expensive as usage increases. Ensure that the tool you’re considering will remain realistic and useful in the future.

Step 5: Test your tools.

Everything can look great on paper, but you won’t truly know until it’s in practice. So, take some time (2-4 weeks) to pilot or demo different generative AI tools to make sure they work and fit into your processes as expected.

During this time, run these three marketing fit pilots:

1. Cycle time reduction: Marketing teams using AI report 68% faster campaign launch times. Track how long it takes to complete a task without AI, then with AI.
2. Personalization improvement: 72% of marketers who use AI improve customer experience through personalization. Knowing that, compare engagement rates on AI-assisted personalized content versus manual approaches.
3. Reporting integration: Verify that AI outputs feed into your existing reporting dashboards and attribution models. Without measurement, you can’t prove value.

Where Generative AI Tools Deliver the Most Value in Marketing

Different AI tools solve different problems. Here’s how to match your goals to high-impact use cases:

• Increase content output → AI content tools for ideation, drafting, and repurposing
• Improve email performance → AI email writers for subject lines and personalization
• Scale paid campaigns → Generative AI for ad copy and creative variants
• Boost social engagement → AI tools for post ideas, captions, and scheduling
• Rank higher in search → AI for keyword research, content briefs, 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 distribution. Generative AI and content operations platforms can help streamline every step of this workflow.

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

• Ideation and outlines: Generate dozens of article topics, headlines, and structured outlines in minutes. This is something I often turn to ChatGPT for before I start writing.
• First draft creation: Produce blog drafts, white papers, and guides that editors refine and expand.
• Content repurposing: It’s hard to find new ways to deliver the same message. With generative AI, you can transform one piece into multiple formats (i.e. turn a blog post into social posts, email copy, and video scripts with HubSpot’s Content Remix.)
• Editorial calendars: AI can suggest publishing schedules based on trending topics and audience behavior patterns
• Asset variants: Create multiple versions of headlines, CTAs, and descriptions for testing

Generative AI Writing Tools for Email and Lifecycle Marketing

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Email remains one of marketing’s highest-ROI channels, and AI makes it even more powerful. Marketing automation platforms with built-in AI capabilities help teams personalize at scale.

Core email AI use cases:

• Subject line generation: Test dozens of variations optimized for open rates
• Dynamic copy personalization: Adjust messaging based on recipient behavior, lifecycle stage, and demographics
• Segmentation prompts: AI suggests audience segments based on engagement patterns
• Testing workflows: Automatically A/B test content variants and route winners to larger audiences
• 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 recent purchasers, unsubscribes, and hard bounces.

HubSpot’s AI Email Writer provides practical next steps for marketers looking to streamline email creation while maintaining brand consistency across campaigns.

Generative AI Tools for Paid Ads and Creative Assets

Paid advertising (or PPC) demands constant testing and iteration, but thankfully, AI can speed up creative production and optimization.

Advertising applications:

• Ad copy variants: Generate multiple headlines, descriptions, and CTAs for testing
• Audience-specific messaging: Tailor copy to different personas, industries, or regions
• Visual asset creation: Quickly produce image and video variants that match brand guidelines
• Placement optimization: AI suggests format adjustments for different platforms and placements

Pro tip: Establish clear approval workflows before AI-generated ads go live. Review outputs for brand safety, compliance, and accuracy. Add assets that you like or have worked in the past that AI can reference, reducing the need for manual oversight on every 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 capabilities include:

• Post brainstorming: AI can generate content calendars with ideas specific to the platforms you choose.
• Caption variants: Create multiple versions optimized for different networks
• Video script writing: Draft talking points and scripts for short-form video content
• Moderation templates: Standardize responses to common comments and questions

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

For deeper insights into what resonates with audiences, check out HubSpot’s latest 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 handling repetitive SEO tasks so humans can focus elsewhere. Some of the areas it excels include:

• Keyword research: Identify search terms, analyze difficulty, and find content gaps
• Content clustering: Group related topics for pillar pages and content hubs
• SEO briefs: Generate detailed briefs with keywords, structure, and competitive insights
• On-page optimization: Suggest titles, headers, meta descriptions, and internal links
• E-E-A-T alignment: Ensure content demonstrates experience, expertise, authoritativeness, and trustworthiness

Pro tip: Don’t slack on quality by neglecting review. AI should enhance your human efforts, not replace them. Editorial teams must verify claims, add original insights, refine brand voice, and ensure content serves user intent rather than just algorithm requirements.

Read: How to Humanize AI Content So It Will Rank, Engage, and Get Shared in 2025

Curious how you’re doing with AEO currently? Use HubSpot’s AI Search Grader to audit how well your brand shows up in AI-powered search results and answer engines like ChatGPT, Perplexity, and Google’s AI Overviews.

Generative AI for Analytics and Insights

Marketing leaders drown in data but starve for insights. AI synthesizes performance metrics into actionable recommendations.

Analytics AI capabilities:

• Campaign performance summaries: Automatically generate reports highlighting key 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 show their work—citing specific data points and explaining reasoning. Integrate insights with unified reporting in your CRM to close the loop between marketing actions and revenue outcomes.

How to Select the Right Gen AI Tools

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

Criterion	Weight	How to Evaluate
Integrations	20%	Does it connect to your existing marketing stack?
Data privacy	20%	Where is data processed? Who has access?
Usability	15%	Can your team use it without extensive training?
Output quality	15%	Does it produce brand-appropriate content?
ROI potential	15%	Will time savings justify the cost?
Learning curve	10%	How quickly can the team become productive?
Pricing structure	5%	Is pricing transparent and predictable?

Quick Decision Guide

Start with tools that integrate with your existing platforms. HubSpot’s marketing automation features are built into the platform, for example, eliminating integration headaches and providing a unified experience.

For standalone tools, prioritize those with:

• Free trials or freemium tiers for testing
• Clear documentation and training resources
• Active user communities for troubleshooting
• Transparent pricing without hidden fees

The Best Generative AI Tools

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

1. HubSpot Breeze AI

Best for: Marketing teams seeking end-to-end AI automation integrated with their CRM and marketing platform.

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

Marketing teams report reducing campaign launch time by 68% after implementation with Breeze.

Key HubSpot Breeze AI Features:

• Breeze Assistant – An AI companion that helps marketers draft content, generate images, summarize meetings, and automate tasks across HubSpot. Think of it as ChatGPT, but with direct access to your CRM data and marketing campaigns.
• Breeze Agents – Specialized AI workers that handle specific jobs autonomously: Content Agent creates blog posts and landing pages, Social Media Agent schedules posts, Prospecting Agent finds leads, and Customer Agent handles support conversations.
• Breeze Intelligence – Enriches contact and company records with over 200 million buyer profiles, identifies high-intent prospects, and shortens forms dynamically to improve conversion rates.

Agicap saved 750 hours per week and increased deal velocity by 20% using Breeze, while Sandler drove 25% more engagement 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 business context or that of your customers. Because it enables access to your CRM data, past campaigns, and customer interactions, Breeze can make contextually relevant suggestions rather than generic outputs.

HubSpot Breeze AI Integration Fit:

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Breeze integrates seamlessly 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 works particularly well for teams consolidating their marketing technology stack.

HubSpot Breeze AI Pricing:

Basic Breeze features (Assistant and select Intelligence capabilities) are available in HubSpot’s free CRM. Full Breeze capabilities, 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

Advanced AI features consume HubSpot Credits, where each credit equals $0.01 USD. For example, the Customer Agent costs 100 credits per conversation ($1), and the Data Agent costs 10 credits per research prompt ($0.10). Professional plans include monthly credit allotments, with options to purchase additional capacity.

Learn more about HubSpot Breeze AI.

2. ChatGPT (OpenAI)

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

ChatGPT is the most widely recognized AI tool, known for its versatility in answering questions, generating copy, brainstorming ideas, and handling diverse content formats from emails and blog posts to photos.

Key ChatGPT Features:

• Conversational interface – This makes it accessible to non-technical marketers, unlike formats like Midjourney’s chatbot.
• DALL-E 3 integration – This can produce marketing visuals, social media graphics, and ad creative directly within ChatGPT.
• Custom GPTs – With this feature, you can create specialized AI assistants trained on your brand guidelines, product information, and style preferences
• Memory functionality – Unlike some AI tools, ChatGPT remembers past conversations and preferences, providing more personalized assistance 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 also can analyze data, create charts, and process files for marketing analytics.

When to Use ChatGPT:

Many writers and marketers turn to ChatGPT, praising its ability to produce creative and engaging copy quickly. That said, use it for rapid ideation (i.e., generating topics), drafting initial content (i.e., outlines, blog articles, social media posts), and creative problem-solving. In fact, we do this here on the HubSpot blog.

It excels at adapting tone and style based on prompts, making it ideal for teams producing varied content types.

ChatGPT Integration Fit:

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

HubSpot users can leverage the Claude <> HubSpot connector for similar functionality with even tighter CRM integration.

ChatGPT Pricing:

• Free: Limited GPT-3.5 access with basic features
• 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 requiring brand-consistent content at scale with advanced collaboration features. It’s also ideal for agencies managing multiple client brands.

Jasper AI focuses specifically on marketing content creation, offering templates, brand voice management, and team collaboration tools purpose-built for marketing departments. It can also generate graphics, but, in my experience, this feature still has some room for improvement.

Key Jasper AI Features:

• Brand Voice AI – Upload brand documentation and sample content; Jasper analyzes and maintains your style, tone, and terminology across all outputs
• 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 feedback in real-time
• SEO Mode – Integrates with Surfer SEO for content optimization and search visibility
• Multi-language support – Generate content in 30+ languages for global marketing campaigns

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

When to Use Jasper AI:

Deploy Jasper when brand consistency across content is of the utmost importance (i.e., a multi-channel campaign), as brand voice controls ensure regulatory requirements are met.

Jasper AI Integration Fit:

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

Jasper AI Pricing:

• Pro plan: $59/month (1 seat, 1 Brand Voice, 50 Knowledge Assets, SEO mode, Chrome extension)
• Business plan: Custom 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 needing AI-powered workflows for lead research, outreach, and content distribution.

Copy.ai has evolved beyond simple copywriting into a comprehensive Go-to-Market platform with powerful workflow automation capabilities that extend far beyond content creation.

Key Copy.ai Features:

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

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

When to Use Copy.ai:

Use Copy.ai when your team includes technically proficient users who are comfortable building custom workflows. If they are, the platform excels at automating repetitive marketing and sales tasks.

Copy.ai Integration Fit:

Copy.ai offers 7,000+ integrations spanning 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 training for content agents
• Enterprise: Custom pricing

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 creating visual content quickly.

Canva has integrated AI throughout its design platform, making professional-quality visual creation accessible to marketers without design backgrounds.

Key Canva AI Features:

• Magic Write – Generate copy for social posts, presentations, and marketing materials
• Text to Image – Create custom images from text descriptions without leaving Canva (though this still needs some work)
• Magic 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
• Magic Edit – Modify specific elements within images using text prompts

When to Use Canva AI:

Canva AI shines in its convenience and ease more so than being groundbreaking. For social media managers creating posts, Canva AI handles everything in one place with platform specs and plenty of templates ready to go. Use it when speed and ease matter more than advanced customization.

Canva AI Integration Fit:

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

Canva AI Pricing:

• Free plan: 50 monthly AI image generations, basic features
• Canva Pro: $120/year (unlimited AI generations, brand kits, premium templates, content scheduler)
• Canva Business: $200/person/year (team collaboration, brand controls, advanced features)
• Canva Enterprise: Custom pricing

Learn more about Canva AI.

6. Midjourney

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

Midjourney produces the most aesthetically stunning AI-generated images, favored by creative professionals for advertising campaigns, concept art, and premium brand visuals.

Key Midjourney Features:

• Artistic quality – In blind tests with 100 designers, Midjourney images were preferred 74% of the time over DALL-E 3
• Style reference – Upload an image to define artistic style, then apply that aesthetic consistently across 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 prompt ideas and creative direction

When to Use Midjourney:

Deploy Midjourney for your most creative campaigns. The generative AI tool nails fantasy landscapes and cinematic scenes but struggles with simple product photography. This makes it ideal for conceptual work, advertisements, and social media content, but not e-commerce product shots or mockups.

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

Midjourney Integration Fit:

Midjourney operates exclusively through Discord, which means it doesn’t integrate with other tools. Third-party tools can interface with Midjourney, but the lack of official API access that helps data sync effortlessly. It’s best used as a standalone creative tool.

Midjourney Pricing:

• 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)

Annual billing provides a 20% discount.

Learn more about Midjourney.

7. Claude (Anthropic)

Best for: Marketing teams requiring detailed analysis, long-form content, and nuanced writing.

Claude, developed by Anthropic, emphasizes safety, accuracy, and thoughtful responses. It excels at complex analytical tasks, technical documentation, and maintaining high standards for factual accuracy.

Key Claude Features:

• Extended context windows – Handle 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 summarization and insight extraction. This helps ensure the information Claude works off of and includes is accurate.
• Code generation – Strong technical capabilities make Claude valuable for marketing technology teams.
• Ethical guardrails – Built-in safety measures reduce inappropriate or biased outputs.

When to Use Claude:

Use Claude for high-stakes content, technical documentation, and analytical work where accuracy is paramount. It’s also wise to use it for internal products as it’s known for being more secure than other options.

Claude Integration Fit:

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

HubSpot users can access Claude directly through the Claude <> HubSpot connector.

Claude Pricing:

• Free plan: Basic Claude access via web and mobile apps
• Claude Pro: $20/month ($18/month if billed annually, enhanced 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, 5-user minimum, collaborative features)
• Claude Enterprise: Custom pricing (advanced features, enhanced security, dedicated support)

Learn more about Claude.

8. DALL-E 3 (OpenAI)

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Best for: Marketers creating product visuals, marketing materials, and images requiring accurate text integration.

DALL-E 3, integrated into ChatGPT, excels at creating photorealistic images with proper text rendering—a persistent challenge for most AI image generators.

Key DALL-E 3 Features:

• Text integration mastery – DALL-E 3 is one of the only AI image generator that consistently renders readable text within images. This is a big plus, making it perfect for logos, posters, and advertisements.
• Photorealistic outputs – Produces images that look like professional photography or realistic illustrations
• ChatGPT integration – Natural language refinement allows iterative improvement through conversation
• Image editing – Modify specific elements without regenerating entire images
• Commercial licensing – Clear terms grant full commercial rights to generated images

When to Use DALL-E 3:

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

DALL-E 3 Integration Fit:

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

DALL-E 3 Pricing:

• Free tier: 3 images daily within free ChatGPT
• ChatGPT Plus: $20/month (significantly higher daily image limits, access to GPT-4)
• API pricing: $0.040 per standard quality image, higher rates for enhanced resolution

Learn more about DALL-E 3.

How to Integrate AI Tools with Your CRM and Automation Stack

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

1. CRM → AI accesses customer data, purchase history, and engagement patterns
2. Segmentation → AI suggests audience segments based on behavior and attributes
3. Content/Prompting → AI generates personalized content for each segment
4. Channel execution → Outputs flow directly to email, social, ads, and website
5. Reporting → Performance data feeds back into 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 to CRM data

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

Step 2: Build AI-powered workflows

Next, create any essential workflows that trigger AI content generation based on user actions. For example, when a lead downloads a whitepaper, 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. With it, each recipient receives messaging relevant to their stage, interests, and behavior. In HubSpot, this can be accomplished using personalization tokens and smart content among other things.

Step 4: Execute across channels

AI allows you to automate workflows to publish blog articles, send emails, schedule social posts, and trigger ad campaigns. It can even generate the content is ultimately distributes 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 against manually created content to evaluate ROI and feed winning formulas back into AI prompts for reuse.

Claude <> HubSpot connector:

HubSpot offers a native Claude connector that brings Claude‘s advanced reasoning and writing capabilities directly into your HubSpot workflows. This integration allows marketers to leverage Claude’s superior analytical abilities while maintaining all data within 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 review processes. Here’s what I recommend:

• Create comprehensive brand voice guides that define your tone (professional, casual, authoritative), style preferences (active vs. passive voice, sentence length, vocabulary), and brand-specific terminology. Don’t just describe your voice—show it. Include 5-10 examples of excellent on-brand content alongside explanations of what makes them work. HubSpot actually has an AI tool that can help 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 inform all outputs. The more context you provide, the better AI can capture your voice.
• Build prompt templates for common content types. Rather than starting from scratch each time, create reusable prompts that include brand voice instructions, target audience details, and desired outcomes. Share these across your team so everyone has the tools to execute and deliver the right content.
• Establish human review checkpoints. AI accelerates creation but shouldn’t bypass quality control. Implement a simple review process where human editors verify brand alignment before content is published. Over time, you should be able to identify patterns in what needs editing, allowing you to refine prompts and improve AI outputs.

What about data privacy and customer consent?

Responsible AI use needs clear policies about data handling, restricted inputs, and tool selection. Do your due diligence by:

• Understanding where your data goes. Different AI tools handle data differently. Some vendors (like OpenAI‘s enterprise offerings and Anthropic’s Claude) explicitly state they don’t train models on customer data. Others use inputs to improve their systems. Read the terms of service carefully.
• Restricting what data AI accesses. Don‘t input personally identifiable information (PII), sensitive customer data, or confidential business information into AI tools unless they’re specifically designed for enterprise use with appropriate security guarantees. Configure CRM integrations to expose only non-sensitive fields.
• Using tools connected to governed data. Platforms like HubSpot Breeze AI operate within your CRM’s existing data governance framework. This means they access information already in your system under your established security and privacy policies; they don’t transmit data to third parties.
• Working with approved models. If your industry requires specific compliance standards (HIPAA, GDPR, SOC 2), choose AI platforms that meet those certifications. Enterprise-grade tools offer business associate agreements, data processing agreements, and compliance documentation.
• Auditing regularly. Review which team members have access to AI tools, what data they’re inputting, and whether outputs expose sensitive information. Make data privacy 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, then scale to deeper integrations as needs grow.

For instance, web-based AI platforms (ChatGPT, Claude, Jasper, Copy.ai, HubSpot’s Breeze) offer point-and-click interfaces. You simply type prompts, get outputs, and integrate through 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 lead fills form, use AI to generate a follow-up email, send via marketing automation” without writing code.

Eventually, you may want custom integrations using API connections. This does require developer resources but unlocks powerful automation. Start small with built-in features. As you prove value, invest in more sophisticated implementations.

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

Measuring AI impact requires establishing baselines, defining clear metrics, and closing the attribution loop. You need to:

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. Some common metrics include:

Connect AI outputs to revenue:

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

• Tagging AI-generated emails, landing pages, and social posts in your marketing automation platform
• Building reports showing conversion rates for AI versus non-AI content
• Calculating revenue influenced by AI-generated campaigns
• Comparing customer acquisition costs for campaigns using AI versus traditional methods

HubSpot customers can leverage the platform’s unified reporting to connect AI-generated content directly to revenue outcomes. Moreover, according to International Data Corporation, most companies achieve 505% ROI within three years of implementing Marketing Hub.

How fast can a team adopt these tools?

AI adoption speed varies by team size, technical comfort, and implementation approach, but most teams see productivity gains within a few weeks. Here’s an example of what a gradual rollout may look like:

Week 1-2: Individual Experimentation

• Have team members test AI tools on low-stakes tasks (brainstorming, draft creation)
• Collect feedback on which use cases provide immediate value
• Identify early adopters who can champion 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 starting
• Compare AI-assisted results to traditional methods

Month 2: Process Integration

• Build AI into existing workflows for proven use cases
• Create shared prompt libraries so the entire team benefits from best practices
• Establish 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

Want to move faster?

• Build a shared prompt library: Document effective prompts and make them accessible to the entire team. This prevents everyone from starting from zero and accelerates learning. Store prompts in a shared document or knowledge base tool.
• Schedule training sessions: Bring team members together to share discoveries, troubleshoot challenges, and learn from each other’s successes. Peer learning accelerates adoption faster than top-down training.
• Start with AI-assisted, not AI-only: Let AI handle first drafts while humans edit and refine. This builds confidence in outputs and helps teams understand AI’s strengths and limitations without risking brand reputation.
• Focus on quick wins first: Tackle time-consuming, repetitive tasks where AI shows immediate value. Early successes build momentum for tackling more complex use cases.

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

Generating Marketing Success Faster Than Ever

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

So, don’t wait. Pick a high-priority use case and pilot a few tools to see how they work. Then expand to other areas as you find those you like.

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

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