HubSpot has become the first CRM provider to push data from its applications into ChatGPT.
With a new connector, the provider enables customers to run deep research queries against that data in “just a few clicks”.
For example, one of its 250,000+ customers could consider all the new contacts added to its HubSpot CRM within the past 90 days. It may then bring that data into ChatGPT.
From there, the business could prompt ChatGPT to search for patterns in that data, breaking those down by persona, industry, lead source, and more.
These customers could then take insights back into HubSpot and refine their targeting strategies.
Dharmesh Shah, Founder & CTO of HubSpot, shared this use case as part of a LinkedIn post. Yet, he stressed that there are many more sophisticated analytics projects CX leaders may run via the familiar ChatGPT interface.
As part of his post, Shah – who is also developing an agentic AI platform for HubSpot – described the news as a “big day in HubSpot history.” He continued:
The results are just amazing. ChatGPT + data from the unified HubSpot customer database is a match made in heaven.
While Shah is perhaps more than a little biased, all customer experience teams using HubSpot could benefit from the connector, which requires no coding to install.
As another example, a customer service team could pull contact volume data into the large language model (LLM) to forecast staffing needs.
Meanwhile, sales teams could analyze data to spot and prioritize new opportunities within targeted accounts by segmenting them via revenue, sector, and tech stack.
Finally, consider customer success. A success team could isolate active accounts with growth potential and, again with the help of ChatGPT, generate target plays to re-engage them.
All these teams on HubSpot may leverage the connector as long as they have a paid ChatGPT plan.
They must simply log into ChatGPT, enable “Deep Research” from the Tools menu, and select HubSpot as a data source. From there, they can link their accounts and gain new AI insights from their CRM data.
Yet, while HubSpot may be the only CRM that so far plugs into the LLM, it’s not the only enterprise data source that businesses can now pull into ChatGPT…
OpenAI Announces Several Other Data Connectors
The HubSpot update is part of a larger announcement from OpenAI, as the AI juggernaut shared how ChatGPT can now pull in context from several other business tools – also in real time.
Alongside HubSpot, these include Box, Dropbox, GitHub, Gmail, Google Calendar, Google Drive, Linear, Microsoft Teams, Outlook, and SharePoint, with more coming soon.
Sharing the news, Nate Gonzalez, a Product Leader at OpenAI, promised the company would respect existing user-level permissions and keep data private.
In addition, Gonzalez also announced custom connectors via MCP. Explaining how these work, he wrote: “Workspace admins can set up custom deep research connectors to any data source your company cares about using an MCP server (currently in beta).”
As such, while HubSpot may be the only CRM provider to have launched an official connector, businesses leveraging alternative CRM solutions may soon bring many of the same use cases to life once the server leaves beta testing.
While that’s an exciting prospect, it presents some tough questions to existing data intelligence providers, who may have to go further to prove their value.
