While researching this article, I\u2019ve tried to find unique ways of using generative AI in CRMs. I\u2019ve also spoken to people using it in their CRM systems, so you\u2019ll know how people are actually using generative AI features daily.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n A generative AI CRM is a CRM system with built-in AI features. This can range from simple tasks like text generation for emails, messages, and meeting notes \u2014 to more complex task sales needs. For example, you can use generative AI<\/a> to complete your prospects’ profiles, including company information.<\/p>\n <\/a> <\/p>\n It\u2019s probably not a huge surprise that artificial intelligence<\/a> offers huge benefits for CRMs and sales.<\/p>\n In the infographic below, PixelPlex<\/a> details some of the benefits of generative AI for business generally. They include reduced costs, boosted productivity, upgraded decision-making, and improved personalization \u2014 just to name a few.<\/p>\n All of these benefits play out in generative AI CRMs, and I will explore how in the next section.<\/p>\n I\u2019m going to start with time-saving because, for me, this is a major benefit of generative AI for sales teams<\/a>.<\/p>\n As a writer, I don\u2019t rely heavily on generative AI in my daily workload. Still, I have always appreciated how much time AI can save when used correctly, and I\u2019m certainly not the only person who credits generative AI with saving time.<\/p>\n The HubSpot State of Sales and AI survey also found that sales teams saved two and a half hours per day <\/strong>thanks to AI, which handled meeting scheduling, note-taking, outreach creation and editing, and CRM data entry.<\/p>\n Much of this work can be incredibly monotonous. Instead of writing out meeting notes or manually recording customer data, you can rely on the generative AI to do a lot of the work for you. Instead of writing everything from scratch, AI tools can get you rolling, leaving you with review and edit tasks only.<\/p>\n Data population is the most common use of generative AI by sales teams. Our survey<\/a> showed that 35% of salespeople surveyed are using generative AI for data population, note-taking, and scheduling.<\/p>\n There\u2019s a reason this is the most popular use case: Generative AI is good at it and can save sales reps a lot of time.<\/p>\n With generative AI, you can change the tone of your messages to help you come across as you intend: professional, witty, formal, or optimistic.<\/p>\n When you generate content, you can set a tone, add your prompt, and click \u201cgenerate.” The AI will do the rest. I\u2019ve demonstrated this fully in the section below.<\/p>\n As you can see from the screenshot above, the fifth use case for generative AI is changing the tone of messages to sound more formal or casual.<\/p>\n <\/a> <\/p>\n I wanted to dig into the generative AI options in CRMs. I looked at HubSpot, HoneyBook, and Capsule CRM to compare features.<\/p>\n I\u2019m not just saying this; HubSpot\u2019s generative AI is fantastic. I love how HubSpot has pushed AI from being CRM-centric to supporting the sales role across tools and software. The integrations and ease of use are next level.<\/p>\n The ease of use of HubSpot\u2019s generative AI CRM has resulted in HubSpot users using AI sales tools more frequently than non-HubSpot users.<\/p>\n The data speaks for itself.<\/p>\n Here are some ways that I tested HubSpot\u2019s generative AI tools.<\/p>\n You can think about HubSpot\u2019s ChatSpot<\/a> as your virtual assistant. ChatSpot will answer virtually any question you ask using natural language and get you to data faster than browsing through your CRM.<\/p>\n Here\u2019s an example.<\/p>\n I logged in and asked ChatSpot, \u201cHi, how many contacts are in my CRM?\u201d<\/p>\n ChatSpot responded almost instantly with the total contacts. There are 3,600.<\/p>\n Next, I wanted to know how many contacts were added in August. ChatSpot replied instantly again with the total amount of contacts added in August, 104.<\/p>\n What I liked about using the CRM\u2019s generative AI: <\/strong>ChatSpot instantly quickly answered questions. There is no way I could\u2019ve gotten to that information faster by navigating through the CRM. In this example, I\u2019ve used ChatSpot for the most basic questions, but you can also ask more sophisticated queries like access to reports or finding information on company funding rounds.<\/p>\n This is a fantastic feature. What I love about HubSpot\u2019s generative AI email content is that you can a) access this toolbox while in your inbox and b) send emails directly to HubSpot CRM once they\u2019re written.<\/p>\n Let me talk you through it.<\/p>\n If you want to use HubSpot\u2019s generative AI to write an email in your inbox, you need to download HubSpot\u2019s Chrome extension<\/a>.<\/p>\n It\u2019s so easy to download; just click the blue button, and it\u2019s there. To use it, you need to create a free HubSpot account<\/a>.<\/p>\n I used my Gmail account to do this. Once you\u2019ve installed the extension and are in Gmail, you\u2019ll see the HubSpot icon at the top left (see the screenshot).<\/p>\n Now, you just need to hit compose and log into your HubSpot account.<\/p>\n Once that\u2019s done, you\u2019ll have all the generative AI and more features.<\/p>\n The features you can use within your inbox include templates, meetings, tasks, and \u201cWrite an email for me.\u201d<\/p>\n For this, we\u2019re going to click \u201cWrite an email for me.\u201d<\/p>\n Once you click \u201cWrite an email for me,\u201d you\u2019ll get a pop-up. Here, you need to prompt the AI with:<\/p>\n I prompted the AI pretty basic for this, but you will want to play around with prompts, get detailed, and consider saving templates to speed up the process. With AI, the more you put in, the better the AI output.<\/p>\n The output was on my screen in seconds. It was almost instant.<\/p>\n If you click within the text box, the \u201cInsert content\u201d button turns orange, and you can instantly add it to your email with one click.<\/p>\n What\u2019s great about HubSpot\u2019s email features is that you don\u2019t have to keep all of this out of the CRM.<\/p>\n What I like about HubSpot\u2019s Generative AI: <\/strong>I thought this entire process was easy and evidence for the above stats. If AI is easy to use, sales teams will gravitate towards it. A little extra add-on that makes this feature even better is that if you\u2019re logged into your Google account, you\u2019ll be able to click \u201cLog email to HubSpot\u201d so that it feeds into the CRM.<\/p>\n HoneyBook is a generative AI CRM that my good friend and business owner, Crystal Waddell<\/a>, introduced me to.<\/p>\n Waddell runs an ecommerce business, Collage and Wood<\/a>, and uses HoneyBook, a generative AI CRM. She was very happy to share how her generative AI CRM supports her with client communication, order workflow, email updates, and more.<\/p>\n Waddell says, \u201cI use [HoneyBook] for client communication for my ecommerce site. Whenever someone makes an order, I manually put in their information and apply an automation based on their purchase. It reminds me to email them updates, send proofs, and keep communication ongoing until their item ships. Then afterward, it prompts me to follow up.\u201d<\/p>\n I was intrigued to see the generative AI in action, so Waddell and I tested it.<\/p>\n First, I sent Waddell an email, and as you can see, she received it directly to her CRM via the mobile app.<\/p>\n The AI composer within HoneyBook gets to work on writing a response. The wait time for the response is around 30 seconds, which is not too bad at all. Sometimes, it can take me a lot longer than 30 seconds to find the right words, so I felt this generative AI was efficient.<\/p>\n HoneyBook CRMs generative AI is working to understand the project context, review the prior communications, and add Waddell\u2019s personal style.<\/p>\n The tick box system usefully guides the HoneyBook CRM user through the steps before the content is generated.<\/p>\n The final phase is \u201cdrafting a response for review.\u201d<\/p>\n Finally, after just 30 seconds, the generative AI provided a reply, all within the CRM app.<\/p>\n![\"Learn](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/b173b371-487a-4b24-8d8d-508e4cff3779.png\")
<\/a><\/p>\n\n
What is a Generative AI CRM?<\/h2>\n
Benefits of Generative CRMs<\/h2>\n
![\"infographic](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-2-20250226-2719255.webp\" "\\"\\"")
<\/p>\nSaves Time<\/h3>\n
Data Population<\/h3>\n
![\"infographic](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-3-20250226-6514517.webp\" "\\"\\"")
<\/p>\nTone and Confidence<\/h3>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-4-20250226-5501406.webp\" "\\"\\"")
<\/p>\nHow to Use Generative AI in a CRM<\/h2>\n
Generative AI in HubSpot CRM<\/h3>\n
![\"a](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-5-20250226-7219251.webp\" "\\"\\"")
<\/p>\nTest One: Hubspot\u2019s Generative AI-Powered Assistant, Chatspot<\/strong><\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-6-20250226-6689704.webp\" "\\"\\"")
<\/p>\n![\"a](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-7-20250226-2487269.webp\" "\\"\\"")
<\/p>\nTest Two: Hubspot\u2019s Generative AI Email Content<\/strong><\/h4>\n
Step One: Download the HubSpot Chrome extension.<\/h5>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-8-20250226-3076505.webp\" "\\"\\"")
<\/p>\nStep Two: Open your emails.<\/h5>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-9-20250226-5697619.webp\" "\\"\\"")
<\/p>\nStep Three: Start composing your email and log in.<\/h5>\n
![](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-10-20250226-548111.webp\" "\\"\\"")
<\/p>\n![\"screenshot](\"https:\/\/knowledge.hubspot.com\/hubfs\/generative-ai-crm-11-20250226-5974160.webp\" "\\"\\"")
<\/p>\nStep Four: Prompt the AI.<\/h5>\n
\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-12-20250226-8573215.webp\" "\\"\\"")
<\/p>\nStep Five: Review and edit the output.<\/h5>\n
![](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-13-20250226-3102260.webp\" "\\"\\"")
<\/p>\n![](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-14-20250226-8059070.webp\" "\\"\\"")
<\/p>\nGenerative AI in HoneyBook CRM<\/h3>\n
Step One: I sent Waddell a message.<\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-15-20250226-533894.webp\" "\\"\\"")
<\/p>\nStep Two: Waddell creates a response using the CRM\u2019s generative AI.<\/h4>\n
![\"the](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-16-20250226-1838819.webp\" "\\"\\"")
<\/p>\n![\"the](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-17-20250226-3578852.webp\" "\\"\\"")
<\/p>\nStep Three: Review generative AI results.<\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-18-20250226-885747.webp\" "\\"\\"")
<\/p>\n
![\"a](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-19-20250226-4028137.webp\" "\\"\\"")
<\/p>\n![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-20-20250226-1468600.webp\" "\\"\\"")
<\/p>\n![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-21-20250226-6029598.webp\" "\\"\\"")
<\/p>\n![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/generative-ai-crm-22-20250226-4304054.webp\" "\\"\\"")
<\/p>\n![\"\"](\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&k=14&r=https%3A%2F%2Fblog.hubspot.com%2Fsales%2Fgenerative-ai-crm&bu=https%253A%252F%252Fblog.hubspot.com%252Fsales&bvt=rss\")
<\/p>\n","protected":false},"excerpt":{"rendered":"