If you’re a HubSpot user, you know product updates roll out at a dizzying pace. New tools and features seem to appear every few weeks, and while some are game-changers, others barely make a ripple. For business leaders and marketing teams, that raises an important question: Which updates actually matter, and how will they impact the way we attract, engage, and convert customers?
One of the most significant shifts in HubSpot’s history is the launch of Content Hub—a reimagined evolution of the CMS that layers in powerful AI tools designed to make content creation and distribution faster and smarter. But with all the noise around AI, it can be tough to separate hype from practical value.
In this episode of Endless Customers, HubSpot expert Jess Palmeri joins Alex Winter to cut through the clutter. She explains what Content Hub includes at each tier (Starter, Pro, Enterprise), which tools are worth your time, and how businesses can use AI thoughtfully to improve their content strategy without sacrificing authenticity.
The HubSpot CMS (or content management system) is now known as Content Hub, and the newly reimagined tool is designed to take some of the best elements of Marketing Hub and the former CMS Hub and throw them together into a brand-new product. You’ll get updated AI features to help you create content faster than ever before.
At the Starter level you’ll be able to access:
Just like with other AI tools, you can input a prompt and get a generated output. And, just like with other AI tools, the quality of what you put in determines the quality that you get out.
You can prompt the tool with a little context about what you’re looking to write (and even include keywords you’re trying to target) then let the tool suggest blog titles, with search volume pulled in from SEM Rush. You can continue to let the tool generate your blog outline complete with description, and paragraph headers, and then finally let the tool generate a first draft that’s ready for editing and revision. (Learn more here)
You can do the same for images.
When you jump up to Pro, you’ll get access to more advanced tools like:
At the Enterprise level, you get more tools to help you manage the content production process, including functionality across multiple domains and some other high-end abilities.
⚠️ Important: You might not automatically get these updates, even if you’re a current CMS customer. Talk to your HubSpot Customer Success representative to see what’s available.
Jess emphasizes that these AI features are meant to accelerate ideation, not replace your team. While AI can help brainstorm titles, draft copy, or remix content into new formats, it’s essential to keep a human in the loop to avoid:
Inaccurate information (AI “hallucinations”)
Plagiarized or unoriginal content
Generic, soulless marketing that hurts trust
As she puts it, HubSpot’s AI should be a creative partner, not a replacement for your team’s expertise and authenticity.
If you’re wondering whether HubSpot’s new Content Hub is the right fit for your company, the best next step is to talk to an IMPACT HubSpot expert. We’ll help you understand which tier aligns with your goals, how to roll out AI tools without losing trust, and how to train your team for success. Let's talk!
As IMPACT’s Head of HubSpot Training, Jess Palmeri guides teams to HubSpot mastery — no matter what their starting point.
Learn more about Jess on her IMPACT bio page
Connect with Jess on LinkedIn
Learn how we help teams get more from HubSpot
What is HubSpot Content Hub?
HubSpot Content Hub is the new evolution of HubSpot’s CMS, combining Marketing Hub features with new AI-powered tools for content creation, translation, remixing, and management.
Do I get Content Hub automatically if I already use HubSpot CMS?
Not necessarily. Some updates require activation through your HubSpot Customer Success representative, so it’s worth checking your account.
How can I get the most from HubSpot’s AI tools?
Use them to streamline brainstorming, drafting, and repurposing, but always edit and refine with a human touch to ensure accuracy, brand alignment, and authenticity.