How to Use Hubspot AI to Analyze Content Variants

Hubspot offers built-in AI tools that help you analyze multiple content variants so you can quickly discover which emails and pages perform best, without manual guesswork.

This guide walks you step by step through using the AI content assistant to compare engagement metrics, understand performance, and choose winning versions for your marketing assets.

What Is Hubspot AI Content Variant Analysis?

The AI content analysis feature in Hubspot lets you send or publish several variations of an email or page, then evaluate how each version performs based on user engagement data.

Instead of running complex A/B tests manually, you can rely on the built-in analysis workflow to:

Compare multiple content variants side by side
Review open rates, clicks, and other metrics
Identify top-performing messaging and layouts
Refine campaigns with data-backed decisions

The feature is designed to streamline optimization for marketers working with email campaigns and website pages inside Hubspot.

Requirements for Using Hubspot AI Variant Tools

Before you start, make sure your Hubspot account configuration and permissions support AI content analysis.

Account and user access in Hubspot

To use AI analysis, users need:

A Hubspot subscription that includes AI tools for content
Access permissions to marketing emails and website pages
Any additional rights set by your admin for AI or beta features

Admins can control whether users can access experimental or beta capabilities. Verify your access in the settings section of your Hubspot portal if options are missing.

Supported content types in Hubspot

The AI variant analysis currently focuses on primary marketing assets, such as:

Marketing emails created in the email editor
Website and landing pages created in the page editor

For best results, create clear, distinct variants that test one or two elements at a time, like subject lines, hero copy, or calls to action.

How to Analyze Email Variants in Hubspot

Follow these steps to evaluate multiple email versions using AI inside Hubspot.

Step 1: Prepare your email variants in Hubspot

Open the marketing email tool in your Hubspot portal.
Create your primary email, including subject line, preview text, body copy, and imagery.
Duplicate the email to create one or more variants.
Adjust elements such as subject line, headline, layout, or CTA to form meaningful variations.

Keep your variants focused. Changing too many elements at once can make it harder for Hubspot reporting to show which factor drove performance.

Step 2: Send or schedule your email variants

Choose your recipient lists or segments.
Define send times to ensure similar conditions for each variant.
Confirm tracking and analytics settings in Hubspot are enabled.
Send or schedule your emails so all variants have enough time to collect engagement data.

Make sure your sample size is sufficient for reliable insights. Very small lists may limit what the AI analysis can detect.

Step 3: Open AI analysis for email variants in Hubspot

After sending, go to the Marketing > Email section in Hubspot.
Select the campaign or specific email group that includes your variants.
Navigate to the performance or analytics tab where AI insights are available.
Look for any Analyze variants or AI-powered summary panels on the email details screen.

The interface may show automatic highlights, such as which subject line earned the highest open rate or which body copy drove more clicks.

Step 4: Interpret email performance insights in Hubspot

The AI assistant surfaces patterns from your email data. Typical insights include:

Highest open rate by subject line or sender name
Best click-through rate by layout or CTA placement
Engagement by segment, device, or time of day
Suggestions on which variant you should scale or reuse

Use these insights to choose a winner and refine future campaigns inside Hubspot.

How to Analyze Page Variants in Hubspot

You can also evaluate website or landing page versions using similar AI analysis capabilities in Hubspot.

Step 1: Create and publish page variants in Hubspot

Open the website or landing page editor in your Hubspot account.
Build your primary page, including headline, body content, images, and form or CTA.
Clone the page to create variants with clearly different elements, such as hero copy, form length, or layout.
Publish all variants with tracking codes active so Hubspot can record page views and conversions.

Align your conversion goals, whether they are form submissions, button clicks, or other events defined in Hubspot.

Step 2: Access AI variant analysis for pages

Go to Marketing > Website > Website pages or Landing pages in Hubspot.
Open the main page or group associated with your variants.
Navigate to the analytics or performance tab.
Locate any AI-generated analysis or Analyze variants option provided by Hubspot.

The AI engine reviews traffic, engagement, and conversion outcomes across your variants and summarizes which combination is most effective.

Step 3: Review page metrics and recommendations in Hubspot

Key metrics that the AI analysis may call out include:

Sessions and unique visitors by page variant
Bounce rate and time on page
Form submissions or lead capture rates
Click-through rate from primary CTAs

Hubspot may highlight the best-performing page and suggest which layout or message you should adopt as your new default.

Best Practices for Using Hubspot AI Content Tools

To get maximum value from AI-driven content analysis, apply these best practices in Hubspot.

Design clear, testable variants

Change one or two key elements per variant, not everything.
Keep your audience and offer identical across variants.
Document hypotheses, such as “short subject lines perform better.”

This approach helps Hubspot analytics show clear, actionable differences between each version.

Allow sufficient data collection

Run each variant long enough to gather statistically meaningful results.
Avoid stopping tests too early based on small sample sizes.
Monitor trends over time, not just immediate performance.

Hubspot AI insights improve as more engagement data accumulates.

Act on insights in your broader Hubspot strategy

Update templates with winning designs or copy.
Use findings to refine nurture sequences and workflows.
Align page and email messaging for consistent experiences.

Because all assets live in the same environment, you can quickly apply insights across email, pages, and other tools in Hubspot.

Where to Learn More About Hubspot AI Variant Analysis

For detailed, up-to-date product instructions, consult the official documentation: Hubspot AI content variant analysis guide. This resource explains the latest interface, feature availability, and any limitations by subscription tier.

If you want strategic help implementing these capabilities, you can also explore expert resources such as Consultevo, which focuses on optimization and marketing performance.

Next Steps: Optimizing Your Content with Hubspot

Set up a simple experiment today by creating two or three email or page variants in Hubspot, then activate AI analysis once enough data has accumulated. Over time, you can build a repeatable optimization process that continually improves your open rates, click-throughs, and conversions, all powered by Hubspot AI insights.

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Hupspot AI Content Variant Analysis