Why Most B2B Teams Still Aren’t Using HubSpot’s ChatGPT Connector

Jersey City. N.J., Jan 06, 2026

Despite being available since mid-2025, HubSpot’s ChatGPT connector has seen limited adoption among B2B teams. The slow uptake highlights persistent challenges in enterprise use of generative AI, even as companies increase spending on automation tools.

HubSpot became the first CRM to push data directly into ChatGPT launched in June 2025. It allows users to query CRM data inside ChatGPT using natural-language prompts. Teams can analyze contacts, deals, pipelines, and support tickets without relying on dashboards or analysts.

HubSpot said the feature was designed to make advanced analysis accessible to marketing, sales, and customer-success teams.  Source 

“We’re giving teams the ability to apply powerful AI for critical workflows,” said Karen Ng, Senior Vice President (SVP) of product and partnerships at HubSpot, at the time of launch.

OpenAI echoed that view, Nate Gonzalez, Head of Business Products at OpenAI, said the connector “gives ChatGPT more context, so employees can get faster and more relevant insights.” Source

Adoption remains limited

More than six months later, industry observers say adoption remains uneven.

According to HubSpot documentation, the connector is available to customers on paid ChatGPT plans and follows existing CRM permissions. Still, many teams have not embedded it into daily workflows.

“Most organizations know it exists, but they don’t rely on it. Dashboards are still the default.” said a revenue operations consultant who works with mid-market B2B firms. The consultant asked not to be named. 

HubSpot’s own 2025 AI sentiment survey found that more than 75% of customers use ChatGPT. Analysts say that figure does not necessarily reflect active use of the HubSpot connector itself. 

Data quality is a key concern

Data quality remains a major barrier.

Many CRM systems contain outdated or inconsistent records. That weakens confidence in AI-generated insights.

“If teams already distrust their CRM data, they won’t trust AI summaries built on top of it,” said a senior marketing operations manager at a SaaS company.

A TechRadar survey published in 2025 found that only 31% of business leaders believed their data was ready for AI use. Just 9% said they fully trusted their data for reporting.

Enterprise AI researchers say this problem extends across most CRM platforms.

Privacy and compliance slow rollouts

Privacy concerns have also limited adoption.

HubSpot says data accessed through the connector is not used to train AI models. Even so, compliance teams remain cautious. This is especially true in regulated sectors such as finance and healthcare.

“Connecting core CRM systems to external AI tools is still a sensitive decision,” said an enterprise AI analyst based in Europe.

Product limitations

Some users point to functional limits.

The connector is largely read-only. Insights generated in ChatGPT do not automatically trigger actions inside HubSpot. Records and workflows must still be updated manually.

“It’s useful for analysis,” said a customer-success leader at a B2B software firm. “But it hasn’t replaced reporting tools.”

A broader enterprise trend

Analysts say the situation reflects a wider pattern in enterprise software.

AI features often launch faster than organizations can adopt them. Similar gaps have been seen with AI copilots across CRM and marketing platforms.

HubSpot has said it will continue expanding AI capabilities across its product suite.

Whether adoption improves in 2026 may depend less on new features and more on data quality, training, and internal trust.

For now, the connector remains available, but largely underused.

Mansi Hake