How to Use Hubspot AI Content Variants Effectively
Hubspot offers AI content variants to help you quickly generate and test different versions of your marketing copy without leaving the editor. By understanding how these variants work, you can save time, improve performance, and keep your brand voice consistent across all your assets.
What Are Hubspot AI Content Variants?
AI content variants in Hubspot are automatically generated versions of existing copy. You select text, invoke the AI assistant, and receive alternative phrasings you can insert or edit. This is available across multiple Hubspot tools where text editing is supported.
Each variant is created from your original content, so it stays aligned with the context of the asset you are working on. You can generate multiple versions, compare options, and choose the one that best fits your goal.
Where You Can Use Hubspot AI Content Variants
Hubspot makes the AI content variants feature available in many editors so you can reuse the same workflow across your marketing tools. The feature is available in areas such as:
- Marketing emails and sales email templates
- Website pages and landing pages
- Blog posts and knowledge base articles
- Calls-to-action and in-app messages where supported
Keep in mind that access may depend on your subscription, user permissions, and whether AI tools are enabled in your Hubspot account settings.
Prerequisites for Using Hubspot AI Content Variants
Before you can start generating AI content variants, confirm the following in your Hubspot portal:
- Your user has permission to use AI tools.
- AI features are not restricted by your administrator or account settings.
- You are editing content in a supported text field or rich text module.
If you do not see AI options in the editor, your admin may need to adjust settings, or your account plan may not include advanced AI features.
How to Generate AI Content Variants in Hubspot
Follow these steps to create AI content variants directly from an eligible text editor in Hubspot.
Step 1: Open a Supported Hubspot Editor
Start by opening a piece of content where AI variants are supported, for example:
- A marketing email draft
- A website or landing page
- A blog post or other rich text asset
Navigate to the specific text module or body field you want to optimize.
Step 2: Highlight the Text You Want to Rewrite
In the Hubspot editor, select the sentence, paragraph, or block of copy you want to transform. The AI tool works from the selected text to produce alternative versions, so choose a clear and self-contained section.
Step 3: Open the Hubspot AI Assistant Menu
Once your text is highlighted, open the AI assistant options. Depending on the editor, you may see:
- A sparkle or “AI” icon near the text toolbar
- A context menu action that appears above the selected text
Click the option that allows you to generate or rewrite content using AI.
Step 4: Choose to Generate Content Variants
From the AI menu, select the feature that creates content variants. In Hubspot, this usually appears as a command to generate alternative versions of the selected copy. The system then analyzes your original text and proposes new phrasings.
You may see multiple suggested variants in a side panel or inline menu, depending on the editor layout.
Step 5: Review and Insert the Best Variant
Carefully review each AI-generated variant. Compare them to your original content and check for:
- Clarity and readability
- Accuracy of information
- Brand voice and tone alignment
- Call-to-action strength and relevance
When you find a suitable option, insert it to replace or augment your existing text. You can also edit the variant further before publishing.
Best Practices for Using Hubspot AI Variants
To get the most from AI content variants in Hubspot, follow these practical guidelines.
Keep Your Original Copy Strong
The quality of your original text directly affects the usefulness of the variants. Write a solid, clear base version first. Avoid vague or incomplete sentences so the AI has enough context to produce relevant alternatives.
Use Hubspot Variants to A/B Test Messaging
When possible, turn AI variants into structured tests. For example:
- Create two to three subject line variants for an email campaign.
- Test different calls-to-action on landing pages.
- Experiment with alternative introductions for blog posts.
Use Hubspot analytics to track which version performs better on key metrics such as opens, clicks, and conversions.
Refine Tone and Length with AI Commands
In addition to simple rewriting, the AI assistant often supports commands such as shortening, expanding, or adjusting tone. Use these options to:
- Condense long paragraphs for scannability.
- Expand brief sections that need more detail.
- Shift tone to be more formal, conversational, or promotional.
This lets you keep the core message while tailoring each variant to the channel or audience.
Review Hubspot AI Output for Compliance
AI content variants are suggestions, not final approvals. Always check generated text for:
- Legal or compliance issues
- Accuracy of claims and data
- Alignment with company guidelines and policies
Especially in regulated industries, a human review step is essential before publishing.
Managing and Editing Variants in Hubspot
Once you insert an AI-generated variant, it becomes part of your regular content. You can edit it just like any other text in the Hubspot editor.
Iterate on Variants for Continuous Improvement
If a variant is close but not perfect, refine it manually or run it through the AI assistant again. You can:
- Highlight a sentence and ask the AI to simplify it.
- Split long blocks into shorter, punchier lines.
- Adjust keywords and phrases to match your SEO strategy.
This iterative approach helps you arrive at an optimized version faster than writing everything from scratch.
Combine Hubspot AI with Your Style Guide
Create an internal checklist or style guide to evaluate every AI variant before it goes live. Consider including:
- Preferred terminology and phrasing
- Voice and tone rules
- Formatting standards for headings and lists
Use Hubspot AI to generate ideas, then apply your style guide to keep content consistent across teams.
Learn More About Hubspot AI Tools
To dive deeper into AI content variants and other AI features, review the official documentation directly from the platform. You can find more details, screenshots, and feature availability on the Hubspot Knowledge Base: AI content variants help article.
If you need strategic help implementing AI-driven content workflows across your marketing operations, consider working with a specialist agency. For example, Consultevo provides consulting and implementation services to align tools, teams, and data.
Final Thoughts on Using Hubspot AI Content Variants
AI content variants in Hubspot streamline the way you create, test, and optimize marketing copy. By generating alternative versions directly in the editor, you save time and uncover new angles that might outperform your original text.
Use the feature consistently across emails, pages, and posts, always pair AI output with human review, and leverage Hubspot analytics to decide which variants deserve to become your new standard messaging.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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