Knowing how your ideal customer thinks is critical, but it’s not always easy to see your copy, campaigns, or products through their eyes. The ICP Assistant makes this simple by letting your team test ideas in real time.
The ICP Assistant lets you embody your ideal customer, meaning you can “talk” to your AI as if you were that customer. You can throw ideas, campaigns, or messaging into the chat, and the AI will respond from your customer’s perspective.
It fully adopts the mindset of your chosen Ideal Customer Profile, staying true to their goals, needs, and challenges, and provides authentic reactions to whatever you share, whether that’s marketing copy, product messaging, or a new campaign concept.
Every response is grounded in your brand context, shaped by the most up-to-date Brand Identity sources, ensuring alignment with your company’s positioning and strategy. Once you’ve chosen an ICP, the assistant consistently stays in that persona throughout the session, giving teams a reliable way to refine messaging for the right audience. In short, the ICP Assistant is an on-demand creative partner that helps you pressure-test ideas through the eyes of your best customers.
After you’ve added it, you’ll find the ICP Assistant in your top navigation bar. Before jumping in, make sure it’s configured correctly.
Step 1: Personalize Your Welcome Message
When you open the assistant, you can edit the welcome message that users will see when they start interacting with it.
Step 2: Customize the Instructions
You can personalize what the assistant looks for when producing responses. For example, define tone, brand voice, and the kind of output you want (ideas, summaries, recommendations, etc.).
Step 3: Define Data Sources
The ICP Assistant pulls knowledge from both internal and external data. You can decide how it should gather information:
✅ Enable access to your HubSpot CRM records.
🌐 Allow it to browse your website or the wider web (depending on your preference).
Once your setup is complete, you can use the ICP Assistant from anywhere within HubSpot. For example, if you want to brainstorm ideas for B2B SaaS or AI customers, you can type “B2B SaaS Tier 2” into the chat. The AI will then scan your CRM records, connected knowledge vaults, and other data sources to generate insights. It responds by embodying your Tier 2 ideal customer profile—asking clarifying questions, providing feedback, and offering new perspectives. This interactive process helps you refine your ICP definition, identify your ideal audience, and shape your engagement strategy, all through a dynamic, conversational experience.
The ICP Assistant isn’t just another AI chatbot — it’s an AI strategist that helps you validate, visualize, and strengthen your understanding of your best-fit customers.
By interacting with it regularly, you can:
Align sales and marketing efforts.
Clarify which audience segments to prioritize.
Improve personalization and campaign targeting.
That’s a wrap on HubSpot’s ICP Assistant! It’s a simple yet powerful tool that turns your CRM data and customer insights into actionable strategies, all while letting you collaborate naturally with AI.
Whether you’re refining your messaging, brainstorming campaigns, or testing customer personas, the ICP Assistant helps you stay focused on what matters most: building stronger relationships with your ideal customers.