Jeff HassemerCEO, FirestarterMarketing.ai · The Strategy Architect | Agency Accelerator | Architecting Bold Strategies | AI + Marketing That Scales | Founder @ FireStarterMarketing.AI

HubSpot Brings AI to Ops #substack #shorts

11 Sept 2026 · 1 min

Watch on YouTube

1:11

In this short conversation, Jeff Hassemer explains HubSpot's recent AI enhancements: an AI ranking tool that automatically prioritizes unpaid invoices for collection, and a new MCP integration that connects HubSpot to ChatGPT and Claude, allowing users to query analytics directly via natural language. He highlights the cost advantage of these built‑in AI features compared to custom enterprise solutions that can cost thousands of dollars per month in token usage. The discussion concludes with the observation that these moves reinforce the relevance of SaaS, countering claims that SaaS is dying.

Chapters

HubSpot's been busy this week. They've shipped an AI ranking tool, or sorry, they've embedded AI into their tool now where it will actually figure out which unpaid invoice to chase first throughout that environment. They've also added an MCP to ChatGPT and a Claude that allowed an access right into the system and just ask it questions about Your analytics and things like that.
Yeah. This in particular, I have friends in the enterprise space and of course they have teams that have been building these things bespoke. And one in particular told me that they're spending on just on the customer service side of this, $5,000 a month in tokens to run the same type of functionality. So then I see HubSpot releasing these things. I'm like, oh, this is brilliant. This is exactly, it's going to replace a lot of those people who are doing it in-house because it'll be so much cheaper. But obviously it'll just bring this to the masses who already use HubSpot.
Yeah, I think that's right. And I actually think the secondary story to this is those who thought SaaS was dead are wrong, right?
And I mean, I wrote off HubSpot.