HubSpot’s ChatGPT connector generates excitement and some concerns
The excitement online outweighs concern, but marketers need to make sure they evaluate risk before turning AI loose on customer data.
The announcement on Wednesday that HubSpot built a deep research connector to ChatGPT generated a lot of excitement among HubSpot users and martech observers, but there is some cause for concern around data security.
A number of online voices are claiming this is a paradigm shift for SaaS applications and AI.
But opening access to customer data to any technology can be a little scary. When it’s an AI company like OpenAI, the creator of ChatGPT, it gets even more scary. LLMs like ChatGPT need to train on data.
To assuage those concerns, HubSpot specifically stated in its press release announcing the product that ChatGPT could not use the data for training purposes. HubSpot is a public company, and as such, does not include throw-away lines in its press releases. It meant it.
Still, doing just about anything with customer data carries risk. Corporate legal and financial departments exist to mitigate risk, so whether you can use this connector and to what extent is going to depend on your organization’s appetite for risk. Many companies have policies in place about sharing customer data with apps. They should be followed.
Beyond the risk and compliance issues, the old saying “garbage in, garbage out” still applies. How clean is the data in your CRM? How well will ChatGPT be able to understand it?
Dig deeper: Why AI-powered customer engagement projects fail before they start
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