AI is only as informed as the information you give it, and for businesses, that information is rarely all in one place. Using that context means finding it, copying it across, and repeating the process every time you switch from one model to another.
But with HubSpot's AI Connectors, your entire customer context feeds directly into each of the four major models, so you get personalised insights that actually drive action.
I was brought in to develop the narrative and write the script for a hero film introducing the connectors and, more importantly, why they matter.
Hubspot
Hubspot
COPYWRITER
Sell the outcome, not the tech
COPYWRITER
the challenge
The challenge was that we weren’t selling the AI models themselves, and for an audience largely made up of existing customers, we weren’t really selling HubSpot either.
We were raising awareness of a feature within a platform they already use - and needed to show how switching it on could help them get more from both.
The strategy
I built the script around a simple progression: more context leads to better insight, and better insight leads to better decisions.
Instead of explaining the mechanics of four different integrations, we focused on the difference they make to the person using them. By putting HubSpot at the centre of the story, the four AI models became less important than what connects them: the same complete customer context.