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Create reports using AI (BETA)

Last updated: July 16, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Professional , Enterprise
Sales Hub   Professional , Enterprise
Service Hub   Professional , Enterprise
Operations Hub   Professional , Enterprise
Content Hub   Professional , Enterprise

In HubSpot, you can use artificial intelligence (AI) to help create custom single object reports. You can enter a phrase or a question which will be used to generate a report template, including recommended filters and data visualization. Once the template is generated, you can choose to edit the report to fit your needs before saving and adding it to your dashboard.

Please note: please avoid sharing any sensitive information in your prompts. To improve the product, HubSpot logs and stores your prompts, generated language, and usage metrics when you use AI generated reports. HubSpot shares your prompts with OpenAI in order to enable your use of this tool and OpenAI will store your prompts for content moderation purposes. Your prompts will be attributable to you. By using this tool in beta, you agree to comply with HubSpot’s Beta Terms as well as OpenAI’s Usage PoliciesContent Policy, and Sharing & Publication Policy.

Create reports using AI

  • In your HubSpot account, navigate to Reporting & Data > Reports.
  • In the top right, click Create report.
  • Select AI Assistant.
  • Enter a phrase or question that summarizes the goal of your report. For best results, it's recommended that you include the desired object and time filters. For example, what sales person won the most deals last quarter? Or, click a sample prompt in the section below.
  • To create the best prompt, take note of the following:
    • Understand your data: familiarize yourself with the main objects and properties in HubSpot relevant to your reporting needs. 
    • Be specific: the more specific you are in your prompt, the more accurate and relevant your report will be. If you aren’t sure what you’re looking for you can generalize your prompt, but if you want to include a specific property or time range, include that in your prompt.
    • Iterate and refine: not all prompts will give you the desired result the first time. You can rephrase and refine your prompts based on the outputs you receive. Try shifting the prompt, regenerating, or looking at some recommended reports if you’re running into problems.
  • Click Generate. A report template will be generated based on your goal.


  • To modify the report's goal and generate a new template, click the edit icon in the You asked section. Update the text in the prompt, then click Generate report. You can continue to enter new prompts and regenerate the report to better meet your goal.
  • To refine the data displayed in your report, edit the data in the Report details section.
  • To make additional changes to the report's properties, filters, and visualization, click Customize. You'll be brought to the single object report editor where you can modify the report.


  • To save the report, click Save.
  • In the right panel, enter a name and optional description for your report, and select whether or not to add the report to a dashboard.
  • Click Next.
  • Select an option to decide who can access to the report, then click Save.
  • You'll remain in the report editor after saving. To view the report, click Go to reports in the pop-up box.

Create reports using AI on the mobile app

After installing the HubSpot mobile app, you can create reports using AI.

  • Tap the Menu icon, then tap Dashboards.
  • In the top right, tap the lighting icon.


  • Type your question in the text box. For example, "Who's closing the most tickets?". Then click Generate.
  • Or to use a template, click the template icon and then, select a question template.


  • When your report has been generated, select to Generate again or Save.
  • Select which dashboard the report will be saved to then, click Save.


Please note:

  • It is not possible to create reports using custom object with AI.
  • Reports cannot be created using multiple objects.
  • AI is constantly evolving and becoming more accurate, user feedback can greatly help the tool. You can submit feedback in the Report feedback user survey in the top right.


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