Understand HubSpot’s AI model training

HubSpot’s AI models power features such as CRM deduplication, search, and the mobile business card scanner. HubSpot may use customer data, as defined in the HubSpot Customer Terms of Service, to train and improve HubSpot’s own AI models.

Super Admins can opt out of AI model training at any time by configuring the AI model training option in your AI settings.

Please note: HubSpot does not permit third party AI service providers to use customer data for model training, and HubSpot enforces zero data retention with third party AI service providers wherever possible. Learn more about the HubSpot AI Cloud Infrastructure.

How HubSpot uses customer data to train AI models

HubSpot may use customer data to tailor HubSpot's AI features specifically for you and to improve the accuracy and performance of AI-powered features. The following explains how customer data may be used in practice:

• Some models are trained exclusively on data from your account to tailor HubSpot's AI features specifically to you. For example, HubSpot uses your deal history and CRM activity to generate personalized sales forecasts. Projections are built solely from your own sales patterns, with no other customer's data involved.

• Other models are trained on data across many customer accounts to improve the accuracy and performance of AI-powered features across the platform. For example, HubSpot uses customer data to train models that power email segmentation, spam detection, and the prediction of whether individual deals are likely to close. The resulting trained models do not contain or reproduce individual customer data. Instead, the knowledge learned from training is generalized and not tied to any specific customer's information.

When using AI model training, your proprietary business data will not be shared with other customers. This includes your contacts, deals, communications, or any other CRM content.

Opt out of HubSpot's AI model training

From your AI model training settings, configure whether HubSpot uses your account's customer data to train its AI models. This setting applies at the account level, and covers all eligible customer data.

When you opt out of AI model training, the account’s customer data will no longer be used to train HubSpot’s AI models.

• Opting out of AI model training does not limit your access to AI features.
• Accounts with Sensitive Data turned on are automatically opted out of AI model training by default and cannot opt in.
• It is not possible to delete previously used data from trained models. Opt-outs will only apply moving forward.
• Model outputs are predictions and scores, not customer records. Your business data is not stored in or retrievable from the trained model.
• AI model training and enrichment are managed separately. Turning off AI model training doesn't turn off enrichment, and turning off enrichment doesn't turn off AI model training. Each setting controls a different use of your data and can be managed independently. Learn more about managing data enrichment settings.

Opt out of HubSpot's AI model training in your AI settings

1. In your HubSpot account, click the settings icon in the top navigation bar.
2. In the left sidebar menu, in the Account management section, navigate to AI.
3. On the Access tab, at the bottom, click to toggle the AI Model Training switch off. By default, the setting will be turned on.