Two ways to use AI in your CRM and when to choose each one

The HubSpot + ChatGPT deep research connector gives you two powerful ways to analyze your CRM data:

• Chat Mode, for fast, everyday questions, and
• Deep Research Mode, for complex, multi-step analysis that requires more context and reasoning.

Knowing when to use each mode can save your team time, sharpen your insights, and ensure you’re getting the most out of your HubSpot + ChatGPT connection.

This post breaks down how both modes work, when to use them, and what kind of results to expect,  complete with example prompts and visuals you can replicate inside your own ChatGPT workspace.

Why HubSpot + ChatGPT Has Two Modes

The HubSpot connector was designed for two distinct kinds of users:

1. Teams who need quick answers from their CRM data — like checking deal counts or campaign performance.
2. Teams who need deeper, analytical insights — like identifying trends, testing hypotheses, or building multi-variable comparisons across deals, contacts, or tickets.

Chat Mode provides the speed. Deep Research Mode provides the depth.

Together, they make HubSpot + ChatGPT a full-spectrum AI companion for your CRM.

10 Prompts To Get You Started Using HubSpot + ChatGPT

What Chat Mode Does

Chat Mode is built for fast lookups, summaries, and quick answers about your CRM context. Think of it as your “AI search bar” for HubSpot.

When you ask a question like: “How many deals are closing this month in HubSpot?”

ChatGPT immediately checks your connected HubSpot source and responds with a concise summary, no manual filters, no waiting for a report to load.

Best for:

• Quick snapshots of CRM data
• Simple reporting questions
• Summaries or definitions
• Basic customer insights

Example prompts:

• “List deals created in the past 30 days and their owners.”
• “Summarize total ticket volume this week by category.”
• “Which marketing campaigns have the highest open rate this quarter?”

Example output:

HubSpot shows 127 deals created in the past 30 days. Top owners: Maria Lopez (22), John Smith (18). Average deal size: $8,900. 63% of deals are still in the discovery stage.

Pro Tip:
Include the word “HubSpot” in your prompt so ChatGPT automatically uses the connector as its data source.

What Deep Research Mode Does

Deep Research Mode is where ChatGPT’s real reasoning power comes to life.

It’s designed for multi-step, analytical projects that require searching across multiple HubSpot objects, synthesizing results, and citing sources.

When you start a Deep Research session, ChatGPT runs through a process that includes:

1. Planning your query
2. Searching HubSpot
3. Synthesizing findings
4. Citing the CRM records it used

For example, when you ask: “Analyze why deals were lost in HubSpot last quarter and group the results by industry.”

ChatGPT will:

• Pull deal records with a “Closed Lost” stage
• Extract and categorize loss reasons
• Identify trends by industry
• Generate a written summary with citations back to HubSpot

Best for:

• Trend analysis
• Hypothesis testing
• Multi-variable comparisons (e.g., “by owner,” “by stage,” “by region”)
• Forecasting or predictive summaries

Example prompts:

• “Identify which deal sources have the fastest velocity from creation to close.”
• “Compare contact engagement across email, webinar, and ad channels.”
• “Forecast next quarter’s support ticket volume based on last year’s data.”

Example output:

In Q3, deals sourced from webinars closed 28% faster than the average pipeline, while paid ad leads had a higher close rate (21%) but lower deal size. Manufacturing and SaaS show the strongest repeat revenue potential.

How to Switch Between Modes

You can access both modes directly from your ChatGPT workspace after the HubSpot connector is enabled.

1. Open ChatGPT on the web.
2. Click Tools → Use Connectors → make sure HubSpot is toggled on.
3. For Chat Mode, simply ask a question that includes “HubSpot.”
4. For Deep Research Mode, click Run Deep Research, select HubSpot as your source, and enter your prompt.

Once connected, ChatGPT automatically respects your HubSpot permissions, meaning each user can only view data they’re allowed to see.

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When to Use Each Mode

Use Chat Mode when you need:

• Fast answers for meetings or daily check-ins
• Quick checks on campaign, deal, or ticket counts
• To validate CRM data without opening multiple tabs
• Simple summaries to copy into Slack or email

Use Deep Research Mode when you need:

• Strategic analysis (e.g., why deals are slowing down)
• Insights across multiple HubSpot objects
• Data to support planning, forecasting, or quarterly reviews
• Research that requires source citations or trend explanations

Example scenario:

• Morning stand-up? → Chat Mode.
• Quarterly performance review? → Deep Research Mode.
• Identifying churn risk? → Deep Research Mode.
• Checking today’s open deals? → Chat Mode.

The best approach is often to start simple in Chat Mode, then escalate to Deep Research when you need more reasoning or pattern recognition.

Why Both Modes Matter

HubSpot and OpenAI designed the connector to support both tactical and strategic work.

• Chat Mode helps you save time on routine CRM queries.
• Deep Research Mode helps you make data-driven decisions backed by context.
  

By combining the two, your team can move seamlessly between daily execution and long-term planning, all inside one AI environment.

And because both modes operate with read-only, permission-based access, you can explore your CRM safely without changing any data.

The Takeaway

Whether you’re checking today’s pipeline or analyzing six months of campaign performance, HubSpot + ChatGPT gives you the right AI tool for the job.

Use Chat Mode to move faster. Use Deep Research Mode to go deeper.

Together, they turn your CRM into an always-on insights engine, powered by the same context your teams already trust.

Related Resources

AI Meets CRM: How HubSpot + ChatGPT Unlock Deep Research and Smarter Insights
HubSpot + ChatGPT: What It Can (and Can’t) Do With Your CRM Data
Real-World Prompts: How Marketing, Sales, and Service Teams Use ChatGPT Inside HubSpot
How to Connect HubSpot to ChatGPT (and What to Expect)
Data Privacy Deep Dive: What HubSpot + ChatGPT Can (and Can’t) See
Smarter Segmentation & Campaign Planning with HubSpot + ChatGPT
AI-Powered Prospecting: How Sales Teams Use ChatGPT Inside HubSpot
Retain and Renew: How Success Teams Use ChatGPT to Spot At-Risk Accounts
Predict Demand and Improve Support with ChatGPT Deep Research
AI for Data-Driven Operations: Using ChatGPT to Audit and Clean Your HubSpot Data
From Data to Decisions: How Executives Use ChatGPT for HubSpot Insights