Manage content variants

Content variants support personalized content experiences managed in the personalization tool. Each variant is based on an existing marketing asset and is associated with a specific audience segment.

Before you get started

Before you begin working with this feature, make sure to fully understand what steps should be taken ahead of time, as well as the limitations of the feature and potential consequences of using it. 

Please note: Please avoid sharing any sensitive information in your enabled data inputs for AI features, including your prompts. Admins can configure generative AI features in account management settings. For information on how HubSpot AI uses your data to provide trustworthy AI, with you in control of your data, you can refer to our HubSpot AI Trust FAQs.

Understand limitations & considerations

• Up to 10 content variants can be created within a personalization using an existing marketing asset.

Create content variants

Create content variants by starting from an existing marketing asset and tailoring the content for specific audience segments. Content variants can be created manually or generated with the personalization agent.

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, click Create variant.
3. In the right panel, select the content type (e.g., Landing page or CTA).
4. Click Next.
5. Click Create manually or Create with AI.  
6. Click the Existing [content type] dropdown menu and select an existing asset.
7. Click the Segment type dropdown menu and select the segment type (e.g., Contact list).
8. Click the Segment dropdown menu and select an existing segment.
9. If you chose to Create with AI there will be additional required fields:
   
   • Enter a prompt to describe the content changes you'd like to include for the generated content variant in the Prompt field.
   • Click the Image generation dropdown menu and select Generate images with AI or Use images from the default asset.
10. Enter a name for the content variant in the Personalized content name field.
11. When finished, click Create or Generate.

Create additional content variants

Create additional content variants within a personalization, using an existing marketing asset. For example, if you chose a CTA as your marketing asset, create a different variant for each of your segments.  

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, click the content type in the left menu (e.g., Landing pages or CTAs).
3. Click the name of a personalization.
4. Click Add variant in the top right of the personalization tool.
5. Repeat the steps until you have the desired amount of content variants or reach the limit.

Edit content variants

Edit content variants to update their priority, associated segments, or underlying content. Content edits are made in the editor that corresponds to the asset type, such as the content editor.

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, click the content type in the left menu (e.g., Landing pages or CTAs).
3. Click the name of a personalization.
4. To change the priority of a content variant, click Prioritize in the top right of the personalization tool. 
   • In the right panel, drag the content variant towards the top or bottom to set the priority.
   • When finished, click Save.
5. To edit the content of a variant, click Edit on the content variant card. 

6. To change the segment of a content variant, click the verticalMenuIcon menu icon and select Change segment.
   • In the dialog box, select the segment type in the Segment type dropdown menu.
   • In the Segment dropdown menu, select the segment. 
   • When finished, click Save.
7. To delete a content variant, click theverticalMenuIcon menu icon and select Delete. In the dialog box, click Delete to confirm. If you delete a content variant and it's the only variant in the personalization, the personalization will be deleted. 

Publish content variants

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, click the content type in the left menu (e.g., Landing pages or CTAs).
3. Click the name of a personalization.
4. Click Edit below the preview image of the content variant. 
5. In the content editor, click the variant control dropdown menu on the top left to toggle between the different variants.
6. When finished, click Publish in the top right.