How the Hubspot Video Team Uses AI Video Generators

The Hubspot marketing video team has developed a practical system for using AI video generators to speed up production, stay creative, and keep content on brand. By combining clear processes with smart prompts, they turn AI tools into reliable assistants instead of risky shortcuts.

Why the Hubspot Video Team Uses AI

The team behind the Hubspot blog and marketing videos faces the same pressure as most content teams: create more, faster, without losing quality. AI video generators help by:

• Reducing repetitive work, like versioning and resizing videos.
• Speeding up brainstorming and ideation.
• Helping transform long-form content into multiple short assets.
• Supporting scripting, storyboarding, and rough cuts.

Instead of replacing creators, these tools help the team focus on strategy, storytelling, and quality control.

Core Principles in the Hubspot AI Workflow

Before diving into tools or prompts, the Hubspot video team follows a few non‑negotiable rules when using AI:

• Human ownership: A human leads every project and approves all outputs.
• Brand safety: All AI content is checked for voice, tone, and accuracy.
• Transparency: The team is honest internally about where AI is used.
• Data care: Sensitive or proprietary information is not entered into public tools.

Hubspot Process: From Idea to Finished Video

The video team’s workflow is built around stages where AI adds the most value without compromising creativity. Each step has clear boundaries so AI support stays helpful and controllable.

Step 1: Research and Ideation with AI

At the start of a project, the Hubspot team uses AI tools to explore angles and formats, not to decide the final idea. Typical uses include:

• Summarizing long reports, webinars, or blog posts into key themes.
• Generating lists of potential video titles and hooks.
• Exploring different audience perspectives or objections.

A simple workflow looks like this:

1. Feed an existing blog post or outline into an AI assistant.
2. Ask for 10 short video angles targeting a specific persona.
3. Refine two or three of the best suggestions with custom prompts.
4. Choose the final direction based on strategy, not just AI output.

Step 2: Hubspot Style Scripting with AI Support

The script remains human-led, but AI can help the Hubspot team move faster:

• Turning bullet points into a first draft script.
• Rewriting sections for clarity or brevity.
• Adjusting tone to match a friendly, expert style.

A recommended process for scripting:

1. Write a rough human outline with key beats and CTAs.
2. Paste the outline into an AI tool with instructions about length, audience, and tone.
3. Generate a draft script and mark sections that feel off-brand.
4. Manually rewrite those sections to match the team’s voice.
5. Run a final grammar and readability pass using AI, then review manually.

Step 3: Storyboards and Visual Planning

For planning visuals, the Hubspot team uses AI to quickly translate scripts into shot ideas:

• Scene-by-scene breakdowns based on the script.
• Suggestions for B-roll or motion graphics to support each line.
• Rough visual directions for animated explainers.

A helpful tactic is to ask an AI assistant to create a two-column table: one column for script lines, one for visual descriptions. The team then revises the visuals to match brand standards and available resources.

Hubspot Use of AI in Production and Editing

Once scripts and storyboards are approved, AI video generators and related tools help the Hubspot team accelerate production without losing control of quality.

Step 4: AI-Assisted Video Creation

Depending on the project, the team might use AI for:

• Automated talking-head videos using avatars (for internal or experimental content).
• Template-based clips where AI swaps text, images, or background elements.
• Quick concept tests before full-scale production.

To keep standards high, they follow rules such as:

• Always reviewing AI-generated visuals for artifacts or bias.
• Avoiding AI faces or voices in high-stakes brand campaigns unless clearly disclosed.
• Pairing AI visuals with live-action or high-quality B-roll when needed.

Step 5: Editing, Captions, and Variations

Post-production is one of the most productive places for AI in the Hubspot workflow. The team typically uses AI tools to:

• Auto-generate captions and subtitles.
• Create multiple aspect ratios for different platforms.
• Identify highlight clips for social media.
• Clean up filler words or silences in talking-head footage.

A streamlined editing flow might be:

1. Rough cut assembled by an editor or AI-assisted editor.
2. AI-generated transcript and captions produced automatically.
3. AI suggests 3–5 short clips based on moments of high engagement or key phrases.
4. Editor reviews, trims, and applies final brand styling.

Hubspot Guidelines for Safe and Ethical AI Video

To protect the brand and audience trust, the Hubspot video team applies consistent guidelines whenever they bring AI into their workflow.

Maintain Brand Voice and Consistency

AI does not fully understand brand nuance, so the team:

• Creates reusable prompt templates that describe tone, audience, and style.
• Feeds past approved scripts as examples for style matching.
• Uses humans to make final decisions on humor, opinions, and sensitive topics.

Check Facts and Sources

Because AI models can generate inaccurate details, the Hubspot process requires:

• Manual fact-checking of statistics, quotes, and names.
• Linking back to original data, blog posts, or reports.
• Using AI as a drafting tool, not as an authoritative source.

Be Transparent and Respectful

The team avoids misleading viewers about what is human-made versus machine-made. Internally, they document:

• Which parts of a video were AI-assisted (script, visuals, or captions).
• Which tools were used and how prompts were structured.
• Any limitations or risks identified during production.

How to Apply the Hubspot Approach to Your Team

You do not need a large team to adapt the Hubspot model. Even a small marketing group can create a simple, reliable AI video workflow:

1. Map your process: List current stages from idea to publish.
2. Mark AI opportunities: Highlight tasks that are repetitive or slow.
3. Set guardrails: Define what must stay human-only, such as approvals and brand-sensitive decisions.
4. Standardize prompts: Save successful prompts for scripts, summaries, and visual ideas.
5. Review and iterate: After each project, update your workflow based on what worked.

Further Learning and Resources

To see the original breakdown of how the Hubspot video team experiments with AI video generators, you can review the source article here: Hubspot AI video workflow.

If you want expert help adapting a similar process to your own organization, consider working with a specialized consulting partner such as Consultevo, which focuses on performance-driven digital systems.

By adopting clear guidelines, strong prompts, and human-led oversight, any team can use the lessons from the Hubspot video operation to scale content output while keeping videos accurate, engaging, and on brand.